Piggybooks
Issue 11 | July 2009
Agency
Gregor Aigner Advertising
Creative Team
Author: Gregor Aigner, Designer: Pascal Kress
Production Team
Made in China
Date
April 2009 onwards
Background
The financial crisis is making us all think more carefully. Children too need to learn that they can’t have everything they want immediately. They must learn the virtues of saving and of patience.
Idea
The pictures are made up with die-cut apertures which will take 1-Euro and 2-Euro coins. When the child has collected enough coins to fill all the holes, he/she has enough to make the wish come true – and buy what it is they have wanted so long.
Results
The book was launched in March and went on sale in April but anecdotal evidence is that parents feel it is an appropriate idea for these times.
Our Thoughts
This isn’t really direct marketing. I’m not sure what it is, to be honest. Except it’s one of only a handful of submissions we received that acknowledges our world is in a financial shambles. Here’s an idea crying out for a brand to sponsor it – a bank trying to make amends for driving us to the edge, perhaps.
The other thing is, it’s an idea the agency brought into being itself, since no-one else would. Gregor Aigner clearly think they have more to offer than just adverts. The lines between advertising and publishing are becoming increasingly blurred, witness the rise and rise of customer magazines and branded content. Watch this space.