GERSTENBERG VERLAG DM, Design & Branding THE REAL COOKBOOK by Kolle Rebbe Hamburg, Markenfilm

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Industry Books, Business equipment & services, Corporate Image
Media Direct marketing, Design & Branding
Market Germany
Agency Kolle Rebbe Hamburg
Producer Martin Luehe
Agency Markenfilm
Photographer Jan Burwick, Christoph Himmel
Production Pasta Prima
Released June 2011


Cannes Lions 2012
Design Lions Promotional Item Design Gold
Direct Lions Dimensional Mailing Bronze

Credits & Description

Type of entry: Use of Direct Marketing
Category: Dimensional Mailing
Product/Service: COOKBOOK
Entrant Company: KOLLE REBBE Hamburg, GERMANY
DM/Advertising Agency: KOLLE REBBE Hamburg, GERMANY
Account Manager: Gereon Klug (Korefe)
Account Manager: Inga Eickholt (Kolle Rebbe)
Ececutive Creative Direction: Antje Hedde (Korefe)
Ececutive Creative Direction: Sascha Hanke (Kolle Rebbe)
Creative Direction: Antje Hedde (Korefe)
Creative Direction: Katrin Oeding (Korefe)
Art Direction: Reginald Wagner (Korefe)
Art Direction: Antje Hedde (Korefe)
Copy: Gereon Klug (Korefe)
Grafic Designer: Christine Knies (Korefe)
Photographer: Jan Burwick/Christoph Himmel (Himmel/Burwick)
Producer: Martin Luehe (Kolle Rebbe Gmbh)
Production: Pasta Prima (Pasta Prima)
Bookbinder: Buchbinderei Zwang (Buchbinderei Zwang Gmbh)
Film Production: Markenfilm Crossing (Markenfilm Crossing)
Camera: Soeren Brandenburg (Markenfilm Crossing)
Camera: Jakob Sueß (Markenfilm Crossing)
Post-production: (Markenfilm Crossing)
Cutter: Artur Boruch (Markenfilm Crossing)
Online Working: Artur Boruch (Markenfilm Crossing)
Grading: Deli Pictures (GmbH)
Tonal Soundings: Hastings (GmbH)
Sound Engineer: Oscar Meixner ()
Speaker: Alan Orpin ()
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.

Creative Execution

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 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 pasta ruminates on the subject of cooking.

Describe the creative solution to the brief/objective.

We developed a limited special edition cookbook: ‘The Real Cookbook’. Its the first cookbook that has actually earned such a title -A cookbook that readers can genuinely cook and eat, 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 the results in as much detail as possible.

‘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.