National Libraries Day Animation


The Challenge

National Libraries Day is a UK-wide celebration of libraries, their staff & communities, which took place on 6 February 2016.

Arts Council England, as their role as the national development agency for libraries, felt that this was the ideal opportunity to use their creative voice to engage in a positive conversation and promote them.

Part of this conversation would be to include an animation inspired by “a moment in 1971 when people of note were asked to write letters to the children of Troy, Michigan in celebration of their new library.”

The letter they chose was written by Isaac Asimov. Design By Day was tasked to bring this letter to life!

The Solution

Taking the physically of the letter as a starting point, we brought Asimov’s inspiring message to life through a 60 second stop motion-style animation using paper craft to create a world in which the viewer is transported into Asimov’s letter.

A careful mix of visual content and audio ensures that the piece evokes a warmth towards libraries and their traditional values as well as generating excitement about the direction libraries are taking now and in the future.

A child’s voiceover was used to enhance the feeling of wonder, curiosity and education. Described by Arts Council England as ‘a magical piece on content’.

The animation has had over 60,000 views in the first 24 hours of being put up on the Arts Council England Facebook page.

Get involved by sharing your library letter via #libraryletters on Twitter!

Project team

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I worked with the Design by Day team to create print and digital design collateral for a conference I was involved with this year. Angela responded to my request for creative ideas on Christmas Eve! The team were always prompt to respond, grasped ideas and concepts quickly, shared ideas and were patient with the many amends we had to make. I enjoyed working with them and wouldn’t hesitate to appoint them again!

Reeya Patel

Reeya Patel

Communication Officer

Arts Council England