Christmas almost upon us. Soon, high streets will be twinkling with Christmas lights and shops will be putting up festive window displays to entice shoppers to come in from the cold and tick off their lists. 

We don’t know about you, but some of our favourite gifts to give – and to receive – are books. So when iconic London bookseller Foyles (2013’s National Bookseller of the Year), asked us to create a seasonal campaign for them, we rolled up our sleeves and got our best notebooks out immediately. 

Led by W+K creative director Larry Seftel, the new campaign is aimed at book givers and celebrates the true value of giving books as gifts.

The print and poster campaign builds on the success of last year’s Foyles Christmas campaign, which took the old aphorism ‘It’s the thought that counts’ and, by striking out the definite article in the text, put the focus on the power of books to inspire readers in ways other gifts can’t. 

Look out for more from this campaign next time you’re browsing the shelves in Foyles: the messaging will extend to window displays, as well as in-store visuals that reference the idea of books as gifts by comparing them to more mundane presents.