Off the radar and struggling to get noticed in an increasingly crowded market at the busiest time of year – Christmas.

Re-engaging and wowing kids (the readers), reassuring parents (the purchasers), and creating a buzz in the retail trade – and we all know how notoriously difficult they are to please!

In real life, an actual person, but for the purposes of our advertising played as The Matrix’s Laurence Fishburne. Using footage from the Guinness World Records library of the weird and wonderful, the keeper, an omnipotent surveyor of record-breaking feats, sits in his hi-tech headquarters deciding which records will make it into the annual.

Kids identified with the keeper’s cool persona.
The trade had a unique property to promote.
2010 Annual completely sold out.

© Paul Austin | website design: jimdesign