Barnes & Noble
Among Gen Z, the romance genre stands above the rest. At the same time, 44% of readers say they’d rather meet a partner through a book club than on a dating app. Algorithms can match interests - but they’re failing to create real connections. In a mass exodus from dating apps, these hopeful romantics are heading back to the bookstore.
Enter BAES & Noble —
turning bookstores into the new matchmaking spaces where real connections begin.
An exclusive “We’re Not Really Strangers” collab–special literary edition.
Highlighting the romance in physical media — turning your favorite shows and movies into topics of conversation, and deeper connections.
POP UP EXECUTION: BAENIGHT
These pop ups are meant to find Gen Z where they’re at – turning cafes & restaurants into an impromptu literary themed date. Our menu for this specialty event brings iconic fictional meals to life. You grew up reading about romantic meals – you should be able to have your cake and eat it too.
The “We’re Not Really Strangers” collab will be available for purchase at participating restaurants AND on their receipt from dinner they get a discount code to Barnes & Noble
OOH
We turn our “We’re Not Really Strangers” cards into attention grabbing OOH billboards
Art Director: Ana Laura Vallejo
Copywriter: D’mani Thomas