Mom-and-Pop Bookstores Fight Back Against Amazon with #BoxedOut Campaign
Mom-and-pop bookstores are fighting back against retail giant Amazon. They've launched a creative campaign, #BoxedOut, to promote local shopping and highlight the impact of large retailers. The initiative is a collaboration between DCX Growth Accelerator and the American Booksellers Association, with Assembly New York, known for projects like Palessi and Jesse's Deli, leading the charge.
The protest involves Amazon-like brown boxes, but with a twist. DCX Growth Accelerator has created packaging with literary burns and quips, such as 'Amazon can't buy this' and 'Support your local bookstore'. The campaign aims to raise awareness about the importance of supporting local businesses and the threat posed by online retail giants.
The campaign, #BoxedOut, is a continuation of DCX Growth Accelerator's creative approach to supporting local businesses. The agency, based in Brooklyn, is known for projects like Palessi, a fake luxury shoe store that exposed the high markup of luxury goods, and Jesse's Deli, which highlighted the importance of local delis in communities.
The #BoxedOut campaign is a clever way to draw attention to the plight of local bookstores and the impact of large retailers like Amazon. By using Amazon's packaging to make a statement, the campaign is not only raising awareness but also encouraging customers to think twice before making a purchase.
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