Well Done
Podravka
Issue 7 | July 2008
Agency
Bruketa&Zinic OM
Creative Team
Davor Bruketa - Creative Director;Nikola Zinic - Creative Director ;Imelda Ramovic - Art director;Mirel Hadzijusufovic - Art director ;Davor Bruketa – Copywriter;Nikola Zinic - Copywriter ;Nikola Djurek - Typographer ;Mirna Grzelj - Account Director
Production Team
I.B.L. Osijek and Sitopapir Zagreb
Other Credits
Nikola Wolf - Illustrations;Nikola Djurek (Thema) – Typography;Bram De Does (Lexicon) - Typography;Drenislav Zekic (Podravka) - Project Manager
Date
2007.0
Background
Bruketa&Zinic OM were tasked with designing the Annual Report for Podravka, Central and Eastern Europe's largest food company. The symbol of Podravka is a heart and its corporate slogan is ‘Company with a heart.’ With this in mind, the agency wanted the Annual Report to show the relationship between Podravka, heart and warmth.
Idea
The Podravka Annual Report consists of two parts: a big book containing the year’s figures and auditor’s report and a small booklet, inserted inside the big one, containing the very heart of Podravka as a brand - great Podravka’s recipes. To be able to cook like Podravka you need to be precise. That is why the small Podravka booklet is printed in invisible, thermo-reactive ink.
To reveal Podravka’s secrets the recipients needed to cover the small booklet in aluminium foil and bake it at 100 degrees celsius for 25 minutes. If they were not precise, the booklet burnt. If they successfully baked the sample, the empty pages became filled with text and the illustrations of empty plates covered in food. In fact, to save energy, the booklet suggested baking the cookery book together with some delicious food.
Results
A large quantity of free media space all over the world…
Size
5,000 copies
Our Thoughts
Company Reports are usually pretty dreary. WPP’s was usually enlivened by an essay at the front from the great Jeremy Bullmore but even WPP never thought to get their shareholders to actually do anything other than read the thing. I love this idea because it reminds both the board and the shareholders where their profits come from. Even if none of them did pop the little book in the oven, it still makes its point.