2012 Results

CAT 22 - Business to Business Direct (DM)

SILVER

Kolle Rebbe (GERMANY)

Gerstenberg Publishing House, "The Real Cookbook"22-01963-DM
 

Agency (city): Kolle Rebbe GmbH, Hamburg

Creative Director(s): Antje Hedde, Katrin Oeding

Copywriter(s): Gereon Klug

Art Director(s): Reginald Wagner, Antje Hedde

Photographer(s): Jan Burwick, Christoph Himmel

Production Company (& City): Pasta Prima, Buchbinderei Zwang GmbH

Agency Producer(s): Martin Lühe

Executive Creative Direction: Sascha Hanke, Antje Hedde

Account Supervisor: Gereon Klug, Inga Eickholt

Graphics: Christine Knies

Typopraphy: Christine Knies, Reginald Wagner

Short explanation

‘The Real Cookbook’ is the first cookbook that really lives up to its name: it’s a book you can actually cook and eat. Every page is made of fresh pasta. With a little sauce between the pages and a sprinkle of cheese on top, it becomes lasagne. The Cookbook is a special edition from the Gerstenberg Publishing House, specialists for high-quality culinary and art books. The prose etched on the four inner pages of pasta toys with the idea of how important the contents of a cookery book can be.

Description

Every year, a vast number of printed publications centered round 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 manage to rise above this rest.

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.

How we arrived at the final design:
As simple as the idea may be, its realization 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 four inner pages of pasta ruminates on the subject of cooking.

Success of it's the outcome:
‘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.