Title | MAILBOOKS FOR GOOD |
Brand | RANDOM HOUSE / THE FOOTPATH LIBRARY |
Product / Service | MAILBOOKS FOR GOOD |
Category | A05. Publications |
Entrant | BMF Sydney, AUSTRALIA |
Entrant Company | BMF Sydney, AUSTRALIA |
Advertising Agency | BMF Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Laura Sampedro | BMF Sydney | Executive Creative Director |
Carlos Alija | BMF Sydney | Executive Creative Director |
Sian Binder | BMF Sydney | Head Of Art |
Simon Koay | BMF Sydney | Art Director |
Tim Smith | BMF Sydney | Copywriter |
Iva Madderom | BMF Sydney | Graphic Designer |
Conor Bevan | BMF Sydney | Graphic Designer |
Alex Caredes | BMF Sydney | Director Of Business Development |
Brad Smith | BMF Sydney | Account Director |
Alex MacArthur | BMF Sydney | Production Director |
We had to make existing book buyers who already understand the value of literacy donate the books they purchase before they had become broken or old. We weren’t printing the books themselves, so the covers had to be flexible and able to work with any existing titles. Likewise we had to comply with existing postal regulations. The design had to be simple and appealing to shoppers while protecting the books on delivery and also feeling like a treasured gift to recipients.
The Footpath Library is an Australian charity which shares the gift of literacy with the homeless by providing them with books. The books they provide are treated as gifts, and only those in good condition are used. We had to make it easier for existing new book buyers to protect and deliver their books to charity after they finished reading them.
We created a new type of dust jacket and called it Mailbooks For Good. When readers have finished their books, they are instructed to flip the cover inside out, turning the book into a pre-paid, pre-addressed parcel. The parcels are then ready to send directly to the charity for distribution. Inspired by the charm of receiving presents in the mail, we took design cues from classic postal envelopes and gift wrap. We tested different stocks for their protective, tactile and aesthetic qualities.
Mailbooks For Good is already running in Sydney with a launch collection of five different adults and children’s titles by prominent Australian authors including Peter Fitzsimons, and the awarded Nick Earls and Stephen Dando-Collins. The dust jacket design is pending global patent. In partnership with Random House an international roll-out is planned for the near future. Mailbooks titles continue to outsell their regular counterparts.