Jack Arts

Doppelganger: Naomi Klein

The streets of London are filled with trippy takeovers to promote Doppelganger: A Trip Into the Mirror World, the disarming novel from author and activist Naomi Klein.

The instant New York Times best seller and winner of the Women’s Prize for Non-Fiction, journeys down a rabbit-hole of conspiracies and misinformation online, exploring how its rise has inadvertently been fuelled by political motives. Kickstarted by a true case of mistaken identity online, where the author was continuously mistaken for a right-wing anti-vaxxer sharing the same first name, the book documents Kleins obsession with the ‘Other Naomi’, her doppelganger, and the ‘Mirror World’ of wild conspiracies and right-wing paranoia she exists in.

We worked with Havas Entertainment to bring the campaign to the streets of London, featuring the book cover poster design in 4 sheet format. Klein’s digitally altered self-portrait fills space and repeats across our takeover sites – one Naomi? Two Naomi? Three? A paper and paste copy and paste, a clever use of space to visualise the book’s title and bring the extremities of the digital word crashing back to reality.