With Christmas almost up on us, high streets will soon be twinkling with Christmas lights and festive window displays enticing shoppers to tackle their gifting lists.

Led by creative director Larry Seftel, Wieden+Kennedy's new Christmas campaign for iconic London bookseller Foyles (2013’s National Bookseller of the Year) 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 used the old aphorism ‘It’s the thought that counts’, by striking out the definite article in text to put the focus on the power of books to inspire.

In-store visuals will also reference the idea of books as presents, by comparing them to gifts which have become mundane.