THE BULLETPROOF NOVEL

TitleTHE BULLETPROOF NOVEL
ClientSOC OUTREACH
Product / ServiceGIRLS' EDUCATION
CategoryB04. Use of Ambient Media: Small Scale
EntrantBBDO PAKISTAN Lahore, PAKISTAN
Idea Creation BBDO PAKISTAN Lahore, PAKISTAN
PR MINT PR AND IMAGE CONSULTANCY Lahore, PAKISTAN
Production ALI XEESHAN THEATRE STUDIO Lahore, PAKISTAN

The Campaign

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.”

Creative Execution

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. Launched 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 books have 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: a form of media that had never been designed in this manner before.

Insights, Strategy and the Idea

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.

Credits

Name Company Position
Ali Rez Impact BBDO / BBDO Pakistan Regional 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 Senior Creative Manager
Saks Afridi Saks Afridi Artist
Akash Goel Akash Goel Coorindator
Huma Mobin BBDO Pakistan Creative Manager
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
Links
Supporting Webpage