THE REAL COOKBOOK by Kolle Rebbe Hamburg for GERSTENBERG VERLAG

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THE REAL COOKBOOK

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Industry Books
Media Design & Branding
Market Germany
Agency Kolle Rebbe Hamburg
Executive Creative Director Sascha Hanke
Creative Director Katrin Oeding
Art Director Antje Hedde, Reginald Wagner
Copywriter Gereon Klug
Producer Martin Luehe
Photographer Jan Burwick, Christoph Himmel
Released February 2012

Credits & Description

Category: Books
Advertiser: GERSTENBERG VERLAG
Product/Service: COOKBOOK
Agency: KOLLE REBBE
Account Manager: Gereon Klug (KOREFE)
Account Manager: Inga Eickholt (Kolle Rebbe)
Executive Creative Director: Antje Hedde (KOREFE)
Executive Creative Director: Sascha Hanke (Kolle Rebbe)
Creative Director: Antje Hedde (KOREFE)
Creative Director: Katrin Oeding (KOREFE)
Art Director: Reginald Wagner (KOREFE)
Art Director: Antje Hedde (KOREFE)
Copywriter: Gereon Klug (KOREFE)
Graphic Designer: Christine Knies (KOREFE)
Photographer: Jan Burwick/Christoph Himmel (Himmel & Burwick)
Producer: Martin Luehe (Kolle Rebbe)
Production: Pasta Prima (Pasta Prima)
Bookbinder: Buchbinderei Zwang (Buchbinderei Zwang)
Film Production: Markenfilm Crossing (Markenfilm Crossing)
Postproduction: (Markenfilm Crossing)
Camera: Soeren Brandenburg / Jakob Sueß (Markenfilm Crossing)
Editor/Online Editor: Artur Boruch (Markenfilm Crossing)
Grading: (Deli Pictures)
Tonal Sound: (Hastings)
Sound Engineer: Oscar Meixner
Speaker: Alan Orpin
Media placement: Mailing - To clients from Gerstenberg Verlag - 26.02.2012

Describe the brief from the client
Every year, a vast number of printed publications centred around cooking and eating hit the stands: 26,000 books worldwide. In spite of this, the Gerstenberg Publishing House, a small publishing company that specialises in high-quality culinary and art books, needs to manage to rise above the rest.

Describe the challenges and key objectives
We develop a cookbook in a limited special edition: ‘The Real Cookbook’. Its the first cookbook that has actually earned such a title: A cookbook that readers can genuinely cook and eat, that’s because its pages are made of 100% fresh pasta. And packaged as a classic lasagne dish. The book was sent to business partners as a customer loyalty measure and was intended to generate and draw attention to the publisher’s range of cookbooks.

Describe how you arrived at the final design
As simple as the idea may be, its realisation was a challenge. Over several weeks, various printing methods and dough consistencies were tested in order to achieve an optimal print and cooking image. In the end, a secret dough recipe combined with a traditional book printing process delivered the ideal result. With a little sauce between the pages and a sprinkle of cheese on top, ‘The Real Cookbook’ becomes a lasagne that can be baked in the oven at 200 °C. The prose, etched on the 4 inner pages of the pasta, ruminates on the subject of cooking.

Give some indication of how successful the outcome was in the market
‘The Real Cookbook’ made some awesome noise in publisher`s and booksellers' circles. And quickly created a buzz throughout the web: Over 250 blogs reported on the meaty masterpiece worldwide. A resource of valuable PR for the Gerstenberg publishers was generated.