I love a good cookery book, and this ones a ripper. JWT Brazil created this monster for Tramontina, a leading brand of kitchen supplies. While Tramontina has a full range of barbecue accessories they needed to prove their credentials to their audience: owners of barbecue restaurants.
The book has pages made of coal, ignition paper and salt embedded paper, pages that become aprons or pages that can sharpen your knives. All the elements and procedures that combine to show their vision of what makes a perfect barbecue. Combining these into an admittedly somewhat cumbersome cook book is a great way to playfully interact with their audience with an outstanding brand gesture they won’t forget. Documenting it as a promotional video is the icing on the cake.
Director of Creativity