Shake Things Up, an advertising campaign NakagawaCo developed for Knopf Doubleday to promote The New York Times best-seller, Lessons in Chemistry. Set against the backdrop of the holiday season, the campaign showcased the cover in a festive, clever way, with messaging that reflected the spirit of Elizabeth Zott—the main character, a chemist and unapologetic STEMinist shaking up the status quo.
Timed to align with end-of-year shopping and gift-giving, the campaign ran across digital and print channels, positioning the book as both a thoughtful present and a source of inspiration and empowerment.
