These fake covers let creatives read a rival agency's book in secret

Canadian shop Rethink's new book offers fake wraps for Havas, Publicis, McCann, FCB, Ogilvy and others

Published On
Mar 06, 2020

Editor's Pick

Canadian agency Rethink is the shop behind projects like the Heinz tilted ketchup label and Westjet’s cattle-filled critique of other airlines’ customer service. Now the shop is revealing some of its best-kept secrets. The new book, “Rethink the Business of Creativity,” is filled with 55 tools to help creatives make great work.

But the very people who’d be most interested in reading the book will have a tough time of it. Creatives at rival agencies can’t just show up to work with a copy in hand, and they can’t browse it in the lunchroom or thumb through it while trying to crack a brief.

Or can they?

Foreseeing this very specific problem for its audience, Rethink has created branded book covers for its tome, featuring the names of more than a dozen other agencies, including McCann, Ogilvy, TBWA, FCB and Publicis, as well as notable Canadian shops like Cossette and Sid Lee. Wrapped in these colorful covers, Rethink’s book looks like just another vanity publication filled with glossy case studies.

The book can be bought on Indigo or Amazon for under $30, or with one of the custom covers through Shopify for the same price.


Mar 06, 2020
Agency :

Need a credit fix? Contact the Creativity Editors

Project Type