Rewire

Book sales are declining, and I  wanted to create something that could inspire people to rediscover the benefits of reading. Simultaneously, my own generation, Gen Z,  reports the poorest mental health of any generation.


Rewire is a book club designed for Gen Z, focusing on the neuroscience behind reading and its ability to rewire our brain’s chemistry. The campaign features book vending machines and curated Rewire Book Bundles, allowing readers to choose books based on desired mental benefits.

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

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.

The OXYTOCIN BUNDLE

Longing for a mental embrace? Oxytocin, the neurotransmitter of love and connection, strengthens our bonds—and so do the stories we hold close. This bundle is filled with books that celebrate trust, intimacy, and the beauty of human connection. Whether it’s friendship, love, or the ties that shape us, The OXYTOCIN Bundle is here to bring you closer to the world around you.

Concept created by Linnéa Nirell

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