ETERNA CADENCIA Design & Branding THE BOOK THAT CAN´T WAIT by DraftFCB Buenos Aires

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Industry Book store
Media Design & Branding
Market Argentina
Agency DraftFCB Buenos Aires
Executive Creative Director Javier Campopiano
Creative Director Lulo Calió, Javier Agena Goya
Copywriter Lucas Bongioanni
Producer Diego Huesca
Released April 2012

Credits & Description

Category: Books
Product/Service: ETERNA CADENCIA
Executive Creative Director: Javier Campopiano
Creative Director: Lulo Calió
Copywriter: Lucas Bongioanni
Creative Director: Javier Agena Goya/Lulo Calió
Producer: Diego Huesca
Responsable For Client: Eleonora Djament/Claudia Arce
Media placement: Book - Library - 05 April 2012

Describe the brief from the client
Point out the urgent need for new authors to be read.

Raise awareness for Eterna Cadencia Publisher & Bookstore new Latin American authors.

Describe how you arrived at the final design
We created The Book That Can´t Wait, a book that lasts only two months before its content dissappear. How? We developed a unique ink, that slowly disappears when it gets into contact with air and sunlight. Then, we printed a selection of our best new latin american authors using this ink. We packed our books as any other product with an expiration date: with a sealed bag to stop the disappearing process until the book was opened. We even included the expiration date at the cover. Then we presented the books for the critics and the press, and started to give´em away as a unique piece of work at the Eterna Cadencia Bookstore.

We launched the book for the media & press and announced that it will be available as a give away at the Eterna Cadencia Bookstore.

Give some indication of how successful the outcome was in the market
- The "invention" got a huge media attention. The book was broadcasted in the prime time tv news of the main national tv channels, as the "Story of
the Day". It was also covered by the main national newspapers and
radio shows. We put both literature and the names of new and unknown latin american authors in the center of mass media attention.
- We gave away the first edition the very same day we released the book.
- The general sales of the Eterna Cadencia bookstore increased 43%.
- This time we had the guarantee that our new authors were read, and we gave to their names an unusual and massive promotion that would have costed at least 1 million pesos to achieve trough traditional advertising.