The Textbook Beer Burger Shoe
Issue 21 | December 2011
Agency
JWT Cape Town
Creative Team
Creative Director: Conn Bertish ; Art Directors: Annelie Nothnagel, Mpumelelo Ngewu ; Copywriter: Conn Bertish
Production Team
The cutting of the textbooks was done by James Lawrence of Woodwizards
Other Credits
Illustrations: Annelie Nothnagel, Mpumelelo Ngewu
Date
May 2011
Background
Kalahari.net was launched South Africa in February 2010 as a platform on which to buy and sell both new and used books, DVD’s, CD’s and games.
Idea
To let student representatives at universities across South Africa know that students could make extra cash for important student things like beer, burgers and shoes by selling their old textbooks on Kalahari.com, they were mailed books cut into relevant shapes.
Results
The Beer Burger Shoe Mailers helped Kalahari.com reach record targets for first and second semester sales.
Our Thoughts
As a bibliophile, I despise the heinous destruction of books but this cut-through idea (excuse the pun) combines craft and humorous insight to be a relevant creative strategy. I can imagine this little piece of marketing art staying on the recipient’s desk for a long time. And I don’t mind that they only cut up text books. Maybe next time they could hack away at Harry Potter. All 450 million copies please.