The Scotiabank Giller Prize is the Academy Awards of Canadian Fiction. In part of celebrating it’s 30th year, they were looking to grab a newer, younger audience into the mix.

So we reminded these millenial bookworms that there’s no accessory quite like a book. And playing off the classic “Who are you wearing?”, Giller Prize books become a must-have fall accessory.

We created a fashion magazine, hired fashion photographers, hired fashion models, and gave new life (and meaning) to the Giller Prize.

It’s called fashion - look it up! (is something we’ve heard said)