The challenge:

Around 100,000 new releases enter the German-speaking book market every year, each fighting for reader preference. The aim was to draw the attention of the target group precisely to this one new book.

The brief:

Publicity for the new book “How to be a mother” by Swiss author Michèle Roten.

The solution:

We gave freshly printed books to a group of small children and left them alone with it. They let their creativity run riot with Neocolor crayons, fingerpaints, glue and ice cream. This way, the book cover itself shows how rich and colorful life with children can be – but also how exhausting.

The result:

The campaign stood out amid otherwise rather sober book campaigns like a screaming three-year-old in a silent reading room. “How to be a mother” became a bestseller. The first edition sold out quickly.

The result:

The campaign stood out amid otherwise rather sober book campaigns such as a screaming three-year-old in a silent reading room. Magazines and newspapers reported on it and multiplied the advertising effect. 'How to be a mother' became a bestseller. The first edition sold out quickly.