BMF
Wed, 27 Mar 2013 03:28:14 GMT
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BMF's Mailbooks For Good
A design innovation to re-gift the gift of reading
Creative agency BMF have created an innovation in book publishing, which encourages book donations to The Footpath Library - a charity which provides books for homeless and disadvantaged Australians.
The innovation, created in partnership with Random House Australia, takes the form of specially designed dust jackets. Once readers have finished the books, they are instructed to turn them inside out, meaning the books become pre-paid pre-addressed parcels. When posted they are sent directly to the charity for distribution to those in need.
The first series of five adults and children’s titles was released on 14 March at Sydney’s Gleebooks Bookstores through Random House Vintage. Authors include Peter Fitzsimons, and the award winning Nick Earls and Stephen Dando-Collins.
The dust jacket design is pending patent globally and an international roll-out is planned for the near future.
Sarah Garnett, Founder of The Footpath Library said: “It’s important for our readers to receive books before they are old or broken. When you don’t have very much, the gift of a beautiful book reminds you that you are connected to the world and that the world cares.”
Meredith Curnow, Publisher at Random House Australia said: “We’re very excited about this idea. As a book publisher we often get overlooked nowadays, but something like this really taps into readers’ desire to share the joy of reading. This idea has huge potential for our industry.”
BMF ECD’s Carlos Alija and Laura Sampedro said: “As a creative agency, it’s wonderful to be able to come up with something that will live on longer than the campaigns we usually do. Putting a product into market is never easy, but it’s a challenge we are enjoying.”
Credits
Creative Agency: BMF
Client: Random House
Managing Partner: Stephen McArdle
Executive Creative Directors: Carlos Alija and Laura Sampedro
Director of Business Development: Alex Caredes
Creative Team: Simon Koay and Tim Smith
Head of Art: Sian Binder
Designers: Iva Madderom and Conor Bevan
Account Director: Brad Smith
Production Director: Alex MacArthur
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