Three quarters of people in the UK give a gift card to a friend or family member for Xmas. National Book Tokens wanted to put their cards front-of-mind. So my idea for their 2021 campaign was to show that choosing a book can be as enjoyable as reading it - basically you get double the fun. The TikTok-style stickers give a social, modern feel. And the ‘pants’ headline was inspired by my youngest son who tries to bring every conversation round to the topic of underwear!