|Title||THE BULLETPROOF NOVEL|
|Product / Service||GIRLS' EDUCATION|
|Category||F02. Art Direction / Design|
|Entrant||BBDO PAKISTAN Lahore, PAKISTAN|
|Idea Creation||BBDO PAKISTAN Lahore, PAKISTAN|
|PR||MINT PR AND IMAGE CONSULTANCY Lahore, PAKISTAN|
|Production||ALI XEESHAN THEATRE STUDIO Lahore, PAKISTAN|
|Ali Rez||Impact BBDO / BBDO Pakistan||Executive Creative Director|
|Sanam Maher||Sanam Maher||Writer|
|Ryan Atkinson||Impact BBDO||Design Creative Director|
|Paul Shearer||Impact BBDO||Chief Creative Officer|
|Hyunseo Yoo||Impact BBDO||Designer|
|Insiya Syed||Insiya Syed||Photographer|
|Tennyson Torcato||Impact BBDO||Creative Services Director|
|Moiz Khan||BBDO Pakistan||Associate Creative Director|
|Aamna Rahim||BBDO Pakistan||Writer|
|Saks Afridi||Saks Afridi||Artist|
|Akash Goel||Akash Goel||Coorindator|
|Huma Mobin||BBDO Pakistan||Writer|
|Simar Puneet||Simar Puneet||Editor|
|Assam Khalid||BBDO Pakistan||Strategic Planning Director|
|Ali Rez||Impact BBDO / BBDO Pakistan||Creative Director|
|Mohammed Ali||BBDO Pakistan||Online Developer|
|Hira Mohibullah||BBDO Pakistan||Creative Director|
|Abid Abbas||SOC Films||Editor|
|Huma Shah||SOC Films||Editor|
|Joris Bosdriesz||Impact BBDO||Motion Designer|
|Assam Khalid||BBDO Pakistan||Creative Director|
Tasked with telling the brave story of Malala, Shazia and Kainat - written by renowned Pakistani writer Sanam Maher - we designed a symbol with the ultimate message of resistance: a book that speaks of knowledge being more powerful than any bullet that might try to stop it. But we didn't just want the book to say it. We wanted the book to be it. Introducing the world's first bulletproof novel: a book that tells the girls' stories on paper but is bound with a cover made of bullet-resistant Kevlar-XP fiber with the capability of halting a 9mm bullet fired at close range. In the words of Malala: "One book...can change the world.”
The material used to make the book cover is Kevlar XP, a high-grade, lightweight bulletproof fiber manufactured by DuPont. Constructed with 10 layers of fiber panels pressed and stitched together, the cover is able to halt a 9mm bullet fired from as close as 5 meters, conditions which were almost similar in the girls' shooting incident. The color of the ink used in the book is the same as government school girl uniforms in Pakistan. The text for the book was compiled and edited from live interviews with the girls in their hometown of Swat, an area in northern Pakistan which was occupied by the Taliban. Released on World Book Day, all sales profits go to charities under SOC Outreach Foundation to help girls' education.
While most people had heard about Malala, there was almost zero awareness of the other two girls. Whatever awareness there is for Malala, it is strangely negative, sadly tied to conspiracy theories. The book changed this unfortunate perception by spreading the bigger news of all three girls: almost half a billion impressions took the story to every corner. The BBC wrote that "This book sends a clear message that knowledge is unstoppable." Arab News claimed that this campaign "Inspires and motivates girls to go to school." The book proceeds will be donated to a cause benefitting schools that teach the orphans of Taliban victims. Almost half of the published books had been sold. The final 10 signed books will be auctioned at a large event in Pakistan.
In order to communicate an abstract message of bravery and resilience, we produced something incredibly tactile and direct for our audience.
The design and art direction strategy behind the work was to be like the girls themselves: bold, outrageous, bulletproof. While considering options of art directing the cover, we felt that a novel should indeed be judged by its cover, which in this case stood for a clear, concise message. Our target audience was two-tiered: directly, we were reaching collectors of limited edition books who would spend a great deal to obtain a copy. And second, and much wider, we connected with the general public with our message of resilience.