The Underground Library

Miami Ad School Student Project: A Simple Solution to help New York’s Empty Libraries

Now that the internet is available almost anywhere, people are able to do “instant research” to learn about anything on their smartphones. The New York Public Library wants to remind New Yorkers that they are still a valuable resource, and a free service.

NYPL wants to take your usual subway ads and make them into something fun and entertaining. They want to give New Yorkers something productive to do on the subway instead of their everyday people watching.

New Yorkers will be given a free digital book sample to read on their way to work. Once finished they will be informed of the closest libraries so they could finish their story.

Underground Library is a fictional student campaign, thought up by Max Pilwat, Keri Tan and Ferdi Rodriguez, three Miami Ad School students. This video explains how the campaign would work if it were adopted by the client.

Agency: Miami Ad School
Art Directors: Keri Tan & Max Pilwat
Copywriter: Ferdi Rodriguez

下流志向 (学ばない子どもたち 働かない若者たち) – 内田 樹

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彼らはどうにかして、「国民国家的なもの」、とりあえず「寿命の長い共同体」を想定して、そこに参加して、先行世代から「パス」を受け取り、後続世代に手渡すという「物語」を採用しないと子どもを成熟に導くことは困難であるということは理解しています。私としては、そういうつよい危機感をもった人たちが自然発生的に「学びと労働の拠点」を構築して、グローバル資本主義の放つ「圧倒的な合理性」に対抗するというかたちしか、短期的な戦略としては構想することができません。

『下流志向』韓国語版序文