Anders Bergh / Dansk Kennel Klub Design & Branding THE SHIT BOOK by Halbye Kaag J. Walter Thompson Copenhagen

THE SHIT BOOK

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Industry Public awareness
Media Design & Branding
Market Denmark
Agency Halbye Kaag J. Walter Thompson Copenhagen
Creative Director David Asmussen, Simon Wooller
Photographer Anders Bergh
Released January 2012

Credits & Description

Category: Books
Advertiser: ANDERS BERGH / DANSK KENNEL KLUB
Product/Service: PUBLIC AWARENESS
Agency: HALBYE KAAG JWT
Head Of Design: Robert Daniel Nagy (Halbye Kaag JWT)
Senior Designer: Jens Henrichsen (Halbye Kaag JWT)
Creative Director: David Asmussen (Halbye Kaag JWT)
Creative Director: Simon Wooller (Halbye Kaag JWT)
Photographer: Anders Bergh (Bergh Photography)
Media placement: Book - Direct Mail And For Sale On Www.shitbook.dk. - 2nd Janurary 2012

Describe the brief from the client
A record 73,000 tons of dog poop was removed from city streets last year, impacting businesses, the tourist industry and the city’s reputation. Traditional ‘paid media’ anti-poop campaigns had failed. A new strategy and campaign was developed that required an extensive use of ‘earned’ editorial type media.

Describe the challenges and key objectives
The design challenge became - finding a way to excite and engage a very select group of programming decision makers in the media – who are instinctively allergic to these types of campaigns.

Describe how you arrived at the final design
The Shit Book: a direct mail campaign that featured a ‘press pack’ designed as an exclusive coffee table book. The graphic photographs and data provided all the necessary campaign information – the book itself became the catalyst for our acceptance into editorial media. Each book was carefully handcrafted, and featured the name of the recipient engraved on a dog tag, making each book unique and personal.

Give some indication of how successful the outcome was in the market
100% of the books sent resulted in media exposure. The Shit Book campaign created over 2.0m media impressions, around 50% of the country’s population.