Toronto Public Library - Third Space Campaign
Role: Copywriting, Concept, Strategy
(Spec Campaign)
The Challenge
Toronto is losing its third spaces. Coffee shops have purchase minimums and laptop limits. Malls exist to sell you things. Public spaces are disappearing. Meanwhile, the Toronto Public Library offers free WiFi, heating, books, community programs, and asks for nothing in return. However, people have forgotten it exists beyond checking out books.
The Insight
In a city where every space demands something from you, the library is the last place that lets you exist without a transaction. It's the only truly public space left.
The Idea
Remind Torontonians that the library is the antidote to transactional city life. A place where you can work, learn, connect, or just be… without a credit card, time limit, or expectation. Position TPL as the original third space that doesn't ask for anything back.
