Book Jacket Turns Into Parcel To Donate to Charity

BMF and Random House help readers pass books on to homeless Australians

Published On
Mar 27, 2013

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Australian creative agency BMF is encouraging donations of books to The Footpath Library - a charity which provides books for homeless and disadvantaged - with a specially designed dust jacket that turns into a parcel. The campaign was created on behalf of publisher Random House Australia.

Once readers have finished the books, they are instructed to turn them inside out and 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, 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.

Credits

Date
Mar 27, 2013
Agency:
BMF
Brand:
Random House/The Footpath Library
Client:
Random House/The Footpath Library
Managing Partner:
Stephen McArdle
Executive Creative Director:
Carlos Alija
Executive Creative Director:
Laura Sampedro
Director, Business Development:
Alex Caredes
Creative Team:
Simon Koay
Creative Team:
Tim Smith
Head of Art:
Sian Binder
Designer:
Iva Madderom
Designer:
Conor Bevan
Account Director:
Brad Smith
Production Director:
Alex MacArthur

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