This campaign targets tweens and teens by appealing to their urge to rebel, typically through various addictive substances. In this case, books are the only addiction they need. The overall visual style of this campaign was carefully rendered to spoof well-known book covers for The Catcher in the Rye, Pride and Prejudice, and The Great Gatsby.

The sketched elements on each poster were intentionally hand-drawn in the styles of each original book cover and later scanned and transferred to digital software. An interactive graphic was also made to create an Augmented Reality experience where viewers can be immersed in one of the campaign designs.