Barnes & Noble

Young adults face some of the highest rates of loneliness, especially in the evenings. Barnes & Noble’s Snack & Study Nights turn dark winter nights into safe, welcoming spaces by staying open until midnight – for studying, snacking, and connecting. With the tagline “Lighten up the lonely nights,” the campaign reframes late-night hours as opportunities for community and belonging. Targeting college students and early-career adults, the 360 campaign spans in-store posters and banners, OOH, branded merch, social media, and a video reel that is both on social media and digital billboards. Bold colors and simple illustrations were chosen to add a fun, welcoming, and chill feel to this campaign.