Why This Bank Created a Lookbook to Celebrate Canada’s Largest Literary Prize
While books are a beautiful art, it’s safe to say that traditionally, they’ve not been made the focal point of a tastemaker’s lifestyle. After all, it generally seems the case that we ask the fashionable few what they’re wearing - not what they’re reading.
However, Scotiabank, the brand behind Canada’s Giller Prize - which recognises excellence in Canadian fiction - wanted to change the narrative. By tapping into fashion, alongside partner creative agency Rethink, the two worked to reinvigorate the highbrow booklist - creating a ‘Book Lookbook’ consisting of fashionable photos featuring this year’s shortlist titles as key statement pieces.
Shot at The Fairmont Royal York in Toronto, photography duo Saty & Pratha, along with stylist Shea Hurley worked tirelessly to amalgamate fashion and incredible photography. Featuring an intentionally diverse cast to champion the fact that reading and fashion can in fact go hand in hand, it served as an effective way to glamourise the event’s 30th anniversary while simultaneously gaining attention from a younger demographic who might not have been invested otherwise.
To learn more, LBB’s Josh Neufeldt sat down with Rethink creative director Randy Stein, and Scotiabank global chief marketing officer Laura Curtis Ferrera, chatting about the importance of positioning books as part of one’s visual identity.
LBB> Tell us a bit about the history of the Giller Prize. Why is this something Scotiabank believes in, and what made invigorating it at this time so important?
Laura> Every year, the Scotiabank Giller Prize celebrates the best in Canadian fiction and awards $100,000 to the author of the best Canadian novel, graphic novel or short story collection published in English, with finalists receiving $10,000 each.
Scotiabank has been a proud partner of the Giller Prize since 2005 and our partnership is a key pillar of our commitment to supporting the arts and culture in Canada.
This year, the Giller Prize marks its 30th anniversary, so this was an amazing opportunity to invigorate it by not only commemorating the distinguished history of the Prize and its shortlisted authors, but taking a fresh look at how readers and book lovers alike celebrate literature.
LBB> With this in mind, what was the brief for this campaign, and what immediate ideas came to mind?
Laura> The Scotiabank Giller Prize has always been more than a booklist, acting as a cultural driver within the Canadian arts and culture scene, and we wanted this campaign to reflect that significance in a new way. There ended up being multiple iterations of the brief for this project – we knew we were looking for something new and exciting, but we were also searching for an idea that spoke to the way that our favourite books reflect our own personal expression.
Randy> The brief was to build mass awareness, familiarity, and favourability of the Scotiabank Giller Prize sponsorship and Scotiabank’s support of the arts. Some of the immediate ideas that came to mind were art galleries, and things around polarising views and positioning literature as the hero, before landing on the ‘Book Lookbook’.
LBB> Specifically, crossing the worlds of fashion and reading is very creative! What made this the right idea to not only celebrate the 30th anniversary, but draw the attention of a whole new generation?
Randy> The objective was for new generations of readers to see the Scotiabank Giller Prize as something with which they could easily identify and naturally be drawn to. To this end, it made sense for us to bridge the worlds of fashion and literature, in a way that was smart, stylish, and modern, yet timeless at the same time.
Laura> In many ways, art is about personal experience and expression, whether it is literature or fashion. Art is constantly evolving to express what currently is, and to challenge us to think about what could be - so bringing fashion and literature together elevates both forms. By putting more books in readers’ hands, we are encouraging them to think about the personalised version of themselves that they are presenting to the world, both in what they wear and what they read.
The Book Lookbook was an inspired idea to commemorate the Prize’s 30th anniversary while drawing the attention of a whole new generation of Giller fans. Ultimately, the concept was born out of the idea of genuine authenticity, showing that novels are so much more than words on a page; they are a piece of one’s identity and experience.
LBB> Notably, you collaborated with Shea Hurley to design the looks in the ‘Lookbook’. What was this process like, and how did you work to make outfits that wouldn’t just look great on their own, but would make the books stand out too?
Randy> Shea carefully selected all the looks, each representing an effortlessly stylish aesthetic in their own ways. She leaned toward premium fabrics and textures, infusing a feminine element into traditionally masculine silhouettes that have strong ties to the collegiate aesthetic. She did a great job ensuring that the books would naturally fit into each look, but standing out as well.
Laura> We started by finding inspiration in fashion magazines’ lookbooks, and Shea was completely on board with our concept. Her vision and style helped bring the campaign to life. The process was very collaborative, and the finished work reflects what we set out to do: to ensure that the Scotiabank Giller Prize felt sophisticated – not stuffy – and true to the bank’s brand, tone and personality.
LBB> Equally important were photographer duo Saty & Pratha. How did you get them involved, and what was the collaboration like?
Randy> As creatives in advertising, we’re not often thrown into the world of fashion production. So, we looked to our incredible photography team Saty+Pratha to do what they do best. With their diverse backgrounds, they champion a modern and inclusive vision of beauty, rendering them the perfect team to bring the lookbook to life. Every lovely detail helps make these photos sing - and it’s all thanks to them.
LBB> And speaking of books and lookbooks, what makes this year’s shortlist so special?
Laura> You know what - I think that every book is special in its own way. I’ve read and enjoyed every novel and short story collection on this shortlist. They were provocative, heartwarming, challenging and intimate. Each year, the finalists stand out for their exciting and unique perspectives, and this year’s group is no different. I don’t envy the Giller jury's job of selecting this year’s winner!
LBB> What challenges have you faced during this project? How did you overcome them?
Randy> Fashion advertising is so vastly different from the type of advertising we usually do. But, we knew we needed to get it right. The look. The feel. All of it. So, it was really a team effort; from leaning on team members internally who have a passion for the fashion world, to making sure we partnered with the right people throughout the process.
Laura> We wanted to ensure that the ‘Book Lookbook’ had a sophisticated look and feel while the creative still felt ownable to Scotiabank and the Giller Prize. After some exploration, we landed on subtle pops of red in the models' clothes and the set to reflect Scotiabank’s and the Giller Prize brand colours.
LBB> What lessons have you learned from the making of this campaign?
Randy> I think it’s more about reaffirming a lesson than learning one, and the lesson is that when you surround yourself with passionate, talented people, you can do anything.
Laura> The creation of this campaign taught us the importance of focusing deeply on your target audience and the value of finding the right concept to bring an idea to life. Though we had to revisit the brief, the outcome is a campaign we are truly proud of - one that is unique, and that speaks to the bank’s passion for supporting arts and culture.
LBB> Since launch, how have people responded?
Randy> It’s been a joy to see how people are resonating with the Lookbook and feeling seen as multifaceted and multidimensional.
Laura> The ‘Book Lookbook’ was announced in tandem with this year’s Scotiabank Giller Prize shortlist. The publishers in the room were so excited to see the books positioned in such an elevated and editorial way. We’ve received overwhelming positive and enthusiastic feedback from the general public, fans of the Giller, stakeholders and Scotiabankers alike. On social media, we have seen a particularly positive sentiment!
LBB> How does this campaign fit into Scotiabank’s plans for 2023 and beyond?
Laura> The ‘Who Are You Reading?’ campaign is aligned with the bank’s commitment to elevating and showcasing Canadian art and artists. In all of our creative work, we aim to continue deepening our cultural relevance, to further connect with our clients in Canada and across the world.
LBB> Is there anything you’d like to add seeing as this year it is the 30th anniversary?
Laura> The ‘Book Lookbook’ not only celebrates 30 years of recognising Canada’s best and most exciting storytellers, but it also elevates and challenges our thinking about what it means to invest in and read a new book. As a passionate reader, I feel inspired when I find a connection with a novel or story – a novel that can take me to a different place or better help me understand the place I’m in. I am excited for a new audience to discover the Scotiabank Giller Prize, pick up one of the shortlisted titles, and think about how a great book can elevate their own personal style.
