Inspiring younger generations to appreciate cultural heritage
Challenge
How can we rekindle enthusiasm for ancient books in a digitized, fast-paced world and thus counteract declining interest? The challenge was to spark the interest of a younger generation and create a connection between the cultural heritage of these ancient books and the modern interests of this younger target group.
Ancient art as modern body art
Solution
In order to rekindle fascination with ancient books, the idea arose to integrate these works of art directly into the lives of young people – literally under their skin. The “Antique Tattoos” campaign brought unique designs from old books to the bodies of a new generation in the form of tattoos.
In collaboration with renowned tattoo artist and influencer Alvaro Groznyy (65K followers), selected illustrations from antique books were used as tattoo templates. These “Antique Tattoos” were promoted both at the fair and on social media.
At the antiquarian book fair itself, visitors had the opportunity to browse through antique books, select a design, and have it digitally prepared as a tattoo template. The project innovatively linked two worlds: the historical art of book illustration and the modern body art of tattooing.
"I am very happy. Not only for the fair. It's also great for my bookshop: lots of young people come by and discover antique books for themselves."
President
Association of Antiquarian Booksellers and Engravers in Switzerland (VEBUKU)
Resultate
+21%
Sales increase in the three months following the trade fair
280
Unique tattoo designs were created at the fair
+110%
Impressions on Social Media
"The “Antique Tattoos” campaign has shown that old books do not have to be kept only in museums or private collections—they can be integrated into the lives of young people through creative approaches. These timeless works of art have gained new relevance through the combination of ancient art and modern body art."
Partner and CCO
Serviceplan Group Switzerland
Key Takeaways
#1
Powerful ideas unite generations.
#2
Revitalizing the past with a powerful idea.
#3
With Social Media and influencers, antique books were made accessible to a younger audience.
