Last weekend the Guardian and Observer launched their book season with a campaign created by us. And it's just everywhere…. 

On the tube:

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The books don't bend, obviously, it's the panels that do.

Wrapping around the Guardian Review and Observer New Review:

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On the masthead every day:

Masthead

It's also on the radio with Bill Nighy and in the paper with many brilliant promotions. This week: a free John leCarre audio download every day, the demand for which gave AudioGo's server a little bit of exercise. Next week: CDs of all your favourite childhood stories and a celebration of Dickens' bicentenary; a bit of advertising for free there.

At the heart of the season is the big Book Swap in which 15,000 books have been released around the country for people to find, read, review and share again. We produced some bookplate stickers to stick in the participating books. If you didn't get yours in the paper you can download one from the website.

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Inside bit.

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Outside bit.

It has, as Ben Terrett would say, 'blown up the twitter'. Plenty of people taking part and tweeting where they've left their books. A sweet one here:

Thanks to whoever left Jane Eyre on the 38 bus. You probably wanted it to go to a sweet young lady, but I'll have to do. #guardianbookswap
And one that complements the work so OBVIOUSLY we'll share it:
Love the guardian books ads, beautifully bright. And I'm getting straight on t'internet to find out about #guardianbookswap

So, get involved at guardian.co.uk/bookswap or #guardianbookswap. Take a picture of your own book swap and post to the flickr page. Lots of people have:
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And finally, it's even been reported on Russian news.

Lots more to come. Buy the Guardian and Observer this weekend (obviously) and for the next few weeks to find out what.