The British Library needed to create emotion around what can often be seen as a purely functional repository of information. After spotting a billboard by St Pancras, Tom Sharp wanted to create a piece of writing that specifically worked with the design format, using a service offer list with a long sentence in the middle. It’s also a hat tip to Jeff Stark’s V&A ads. Photos of the billboard were shared and liked between 20,000 and 30,000 times on social media.
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