In a world buzzing with digital distractions, the Dutch National Library spotted a concerning trend: a dip in book reading among adults and a troubling literacy rate among teens. They realized it was time to bring reading back into the spotlight for these groups.

Waves stepped in with a fresh approach, rolling out a campaign designed to spark interest in reading once again.

We made a lively campaign that made reading look as exciting as it truly can be. Using snappy visuals, interactive bits, and a nudge from some cool social media personalities (Merlijn Kamerling, Damn Honey, Lotte van den Noort, Khalid Boudou & Margje Woodrow), we put together stories that showed reading isn't old-fashioned—it's an adventure. We aimed to inspire that diving into a book can be as thrilling as scrolling through a feed.

Together with the Dutch National Library, Waves is on a mission to make reading a favorite pastime again. We're all about building a community that sees reading as time well spent. Our journey continues, and we're excited about fostering a love for stories and reading in today's digital age.