How an Agency Cut Through ‘Purpose Clutter’ With Its Bookstore Campaign Trolling Amazon

DCX Growth Accelerator on tapping into cultural tension and doing the work yourself

Manhattan's McNally Jackson Books took part in the campaign urging support of independent local bookstores. DCX Growth Accelerator

In this David-versus-Goliath battle, mom-and-pop bookstores wrapped themselves in Amazon’s familiar brown cardboard as a protest against the retail giant and a plea to shop local.

@TLStanleyLA T.L. Stanley is a senior editor at Adweek, where she specializes in consumer trends, cannabis marketing, plant-based food products, pop culture and creativity.