THE BOOK THAT CAN´T WAIT by DraftFCB Buenos Aires for ETERNA CADENCIA

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THE BOOK THAT CAN´T WAIT

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Industry Books
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Ambient, Case study
Market Argentina
Agency DraftFCB Buenos Aires
Released June 2012

Awards

Cannes Lions 2012
PR Lions Best Launch or Re-launch Gold
PR Lions Media, Arts and Entertainment Gold
Outdoor Lions Small Scale Special Solutions Gold
Promo and Activation Lions Publications & Media Bronze

Credits & Description

Type of entry: Ambient
Category: Small Scale Special Solutions
Advertiser: ETERNA CADENCIA
Product/Service: ETERNA CADENCIA
Agency: DRAFTFCB BUENOS AIRES, ARGENTINA
Advertiser ETERNA CADENCIA
Product ETERNA CADENCIA
Entrant DRAFTFCB BUENOS AIRES, ARGENTINA
Type of Entry: Ambient
Category: Small Scale Special Solutions
Title: THE BOOK THAT CAN´T WAIT
Advertiser/Client: ETERNA CADENCIA
Product/Service: ETERNA CADENCIA
Entrant Company: DRAFTFCB BUENOS AIRES, ARGENTINA
DM/Advertising Agency: DRAFTFCB BUENOS AIRES, ARGENTINA
Javier Campopiano (Executive Creative Director)
Lulo Calió (Creative Director)
Lucas Bongioanni (Copywriter)
Javier Agena Agoya/Lulo Calió (Art Director)
Eleonora Djament/Claudia Arce (Advertiser's Supervisor)
Diego Huesca/Lila Romero (Producer)
Description of Ambient execution
Execution
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.
Results
- 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.