The Underground Library

Bring New Yorkers back to the New York Public Library by providing them with social content while riding on the subway.

Partners: Ferdi Rodriguez and Max Pilwat

Awards:
2013 International ANDY Awards // Silver Winner / Integrated
2013 Bees Awards // Finalist / Best Student Work
2013 CLIO Awards // Shortlist / Innovative Media
Special Block 2013 Chip Shop Awards // Chip Winner / Innovative
2013 Creativity Online // Pick of the Day / Top20 / Ad Age Best Ads

Work showcased at:
Mashable: What’s Hot “Virtual Library Brings Books to NYC Subway”
Buzzfeed “The Underground Library Is The Best Idea You’ll Hear Today”
FastCompany “Underground Library Lets Subway Riders Sample Books On iPhones”
Dezeen “The Underground New York Library by Miami Ad School Students”
PSFK “NFC Enabled Subway Ads Lets Subway Riders Sample Books”
DesignTAXI “New ‘Subway Libraries’ Encourages Commuters To Read On-The-Go”
CBC News “Subway Library Encourages Commuters To Read”
Complex “Students Conceptualize Brilliant ‘Underground Library‘ for City Subways”
Huffington Post “Can NFC Technology Save Libraries, Provide Book Samples?”
AdNews.com.br “Alunos da Miami Ad School criam biblioteca virtual no metrô de NY”
Tokyo Design Week “Keri Tan, Max Pilwat (…) による、アンダーグラウンドライブラリー”
AdRants “Miami Ad Students Propose Solution to Empty Libraries”
DocNews.fr “Une Bibliothèque Dans Le Métro”
Monogoroco “図書館行きの地下鉄。”
Le Devoir “Une Bibliothèque Numérique Dans Le Métro”
and many more

Update: The NYPL and MTA also thought it was a good idea, so on June 2017 they launched the campaign in the NYC subways.