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 Business equipment & services, Corporate Image
Media Print, Magazine & Newspaper
Market Argentina
Agency DraftFCB Buenos Aires
Director Alejo Y Santi
Executive Creative Director Javier Campopiano
Creative Director Lulo Calió
Art Director Javier Agena Agoya
Copywriter Lucas Bongioanni
Producer Diego Huesca, Lila Romero
Released June 2012

Awards

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

Credits & Description

Type of entry: Sectors & Services
Category: Media, Arts and Entertainment
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: Sectors & Services
Category: Media, Arts and Entertainment
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
Executive Creative Director: Javier Campopiano (Draftfcb)
Creative Director: Lulo Calió (Draftfcb)
Copywriter: Lucas Bongioanni (Draftfcb)
Art Director: Javier Agena Agoya (Draftfcb)
Director: Alejo Y Santi ()
Production: Gloria Films ()
Producer: Diego Huesca/Lila Romero ()
Responsible For Client: Eleonora Djament/Claudia Arce ()
Describe the campaign/entry
For the launching of the new Latin American authors of Eterna Cadencia, an independent publisher and bookstore, we decided to create something different: a book that can't wait to be read. We developed a new kind of ink, an ink that starts to disappear when it gets into contact with sunlight and air. Then we printed an anthology of new authors using this ink. That´s how The Book That Can't Wait was created, a book that lasts only 2 months once you open it. We launched the book as both an anthology of new Latin American authors and as an initiative way to promote them, pointing out that if people don't read new authors soon, they may never be able to. The idea immediately got the attention of the media and, most importantly, the attention of the readers. The first edition was sold out the very first day of the launch, and thousands of requests were made to purchase the book.
Describe the brief from the client
Promote Eterna Cadencia publisher and the bookstore's new Latin American authors.

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.

Creative 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.


Physical books are not the only ones that are in danger these days. New Latin American authors are threatened as well. In the last 20 years the book sales from new Latin-American writers have decreased by a total of 37%. These new authors, unlike the established and famous ones, suffer every second that their books are left on a shelf. They not only need to be sold, but also need to be read. Word of mouth is crucial to building a writer's career, so they can make it it to a second book.


Create a piece that could transmit in an impactful new way the message that these authors' names urgently have to be read.