The Bibliothèque nationale du Luxembourg is far more than shelves and silence. Behind its doors sits a wealth of services most cardholders never think to use: audio and video streaming, daily newspapers from around the world, curated newsletters, online catalogues, and a great deal more, all included for free with membership. The BNL came to us with a challenge many great institutions share: people know the name, but not the half of what it actually offers.
We answered with Beyond Books, a campaign built to do exactly what its name promises. We developed the branding from the ground up, giving the campaign its own visual identity distinct from, but respectful of, the BNL's own. Every piece of copy was written to out a service in the spotlight, one at a time, so that streaming platforms, newspapers, newsletters and everything else each got their own moment to shine rather than disappearing into a single crowded message.
That thinking carried through into a full set of visuals and a series of short videos made for digital promotion, each one built around one or more of the services on offer. Rather than one campaign trying to say everything at once, we created a family of moments, each with its own hook, all pointing back to the same idea: your library card does more than you know.
It's the kind of project we love at 101: taking something familiar and finding the story hiding just beneath the surface. We're proud to have helped the BNL show its community, and its wonderfully renewed value, in a totally new light.
