W.H Smith ╱ Re(ad)wire
Book sales are declining, and W.H. Smith aims to inspire young people to rediscover the benefits of reading. Simultaneously, Gen Z reports the poorest mental health of any generation.
W.H. Smith will launch Re(ad)wire, a book club designed for Gen Z, focusing on the neuroscience behind reading and its ability to rewire our brain’s chemistry. The campaign will feature book vending machines and curated Re(ad)wire Book Boxes, allowing readers to choose books based on desired mental benefits.
The GABA bundle
Need to unwind? GABA, a neurotransmitter known for its calming effects, plays a crucial role in reducing anxiety and promoting relaxation—and so does reading, because it can help you lower your heart rate and ease tensions in your body. This bundle helps you tap into your brain’s natural rhythm, guiding you into tranquility. Dive into stories that slow your mind and soothe your soul, perfect for moments when you need a peaceful escape. The GABA Bundle is your literary nightcap, filled with calming, thought-provoking reads designed to help you relax and recharge.
Ready for a literary rush? This bundle is packed with feel-good, page-turning reads guaranteed to lift your spirits. These books are all about pleasure and reward, stimulating your brain’s happy chemicals with each plot. Whether you’re after adventure, humour, or heartwarming moments, this bundle promises a mood boost with every page.
The dopamine bundle
Concept created by Linnéa Nirell