Winner 2023 / Advertising / Integrated campaigns

The New York Public Library's Special-Edition Spider-Man Library Card Campaign 2022

  • Prize
    Winner in Integrated campaigns / Advertising
  • Company
    The New York Public Library Creative Services
  • Lead
    Maya Sariahmed
  • Team
    Katharina Seifert (Creative Director), Maya Sariahmed (Lead Designer), Peter Frasco (Designer), Rosalene Labrado-Perillo (Assistant Directory of Design & Production)
  • Client
    The New York Public Library

As part of a sustained strategic campaign to expand literacy and distribute more than 100,000 new library cards to New Yorkers, NYPL's in-house communications and marketing team collaborated with Marvel to produce a special-edition Spider-Man library card featuring classic comic-book artwork. The campaign coincided with the 60th anniversary of Spider-Man's debut and was accompanied by an array of marketing assets featuring Spider-Man, Miles Morales, and Gwen Stacy—designed to be more inclusive and appeal to New York City's diverse populations—plus programming to promote the power of knowledge.