NYPL

With this campaign we decided to establish the library card as the ultimate smart symbol.

This direction proves especially relevant to the times we live in where it seems there is an abundance of people who aren't just satisfied with just being smart. They want to act it. They want to look it. They want to send signifiers that subtly point to the fact that 'Hey, I am smart!'. In our heads we thought what could be more signifying of intelligence than a tightly clutched library card?