A book is a book is a book. Or so you think. Here’s one book that celebrates what should never have happened. What is inconceivable. What defies the norm. Ten years of disruptive noise. What we’ve never heard of, until TBWA\.
Just Because It Hasn’t Been Done Doesn’t Mean It Can’t Be Done.
Those words on the box set the edgy tone and look of TBWA’s The Book. But if you think those words add zing to every box, think again. That line is just one of five different fiery lines. Each oozes attitude, talking to distinctive target readers: industry practitioners, current clients, new-business clients and creatives. A die-cut NO shrieks from the cover, which, remarkably, is made of the same track material used in
Every interactive page shouts defiance. Daring. Teasing. And you’ll find yourself totally absorbed in things never accomplished before in a book. 3D is taken into a whole new dimension. Cheers blare from one of the pages.
Now, THAT’S disruption.
The network’s creative at large, John Merrifield, says they set out to put out all the stops for this book. Breast-beating was farthest from their minds, “The book is all about setting some standards. Tim Chai and I, plus the rest of the team, decided it’s not about giving ourselves a pat on the back for a job well done. It’s about celebrating what we, and our clients, have accomplished in the past ten years. It’s about setting a yardstick for the region. More than anything, it is a motivational tool for us. But, as you can see, this book is a potential business tool as well. Clients are simply blown away! Kudos to the production people who pulled it off!”
A labor of love, the book took eight months to produce. “How do we bring things to life?” That was the question that started it all. The team gathered the best work from each office and identified which were commendable or not.
The criteria? “Anything with a hint of a scam in it is a no-no. That’s not what we want to promote. The work has to stand for who we are. It has to be something highly unusual. Disruptive. To quote Tracy Fox from our
The team was floored by the craftsmanship and passion of Singapore-based Domini press.
“The guys loved the project so much that they kept to the original quotation regardless of the changes we made. The book is not just about good ideas. It’s about making them happen.”
Noticeably non-interactive is the book’s centerfold featuring Creative Juice’s works. It’s something you merely look at, and Merrifield explains this was intentional.
“Creative Juice is our sister company. TBWA\ is an agency designed for conflicts. While Creative Juice is designed to do the best work. These pages were designed to blow the horn of the Creative Juice brand. And this achieves that in a fun way!”
To say that the book has definitely lived up to The Book is an understatement. How many other books actually have a cover you can literally step on?< src=" REGIONAL_IMMORTALIZING2_tiff copy. " alt="" />
