The Milk Books

Campaign idea

Spar Slovenia launched a new type of book that every household in Slovenia would read - a story printed on the milk packaging, with the intention to remind and encourage the residents to read more. The latest research from OECD discovered that Slovenia scored below average in literacy in comparison to other European countries, as one out of every four Slovenians had issues with basic literacy. The Milk Books were written by a Slovenian award-winning youth writer Bostjan Gorenc–Pizama. Fairytales are intended especially for parents to rejuvenate a classic habit of reading bedtime stories to their children.

Brand name: Spar Slovenia
Advertiser / client: Spar Slovenia
Product / service: Spar Milk
Campaign name: The Milk Books
Agency network: DDB WORLDWIDE
Agency: Futura DDB, Ljubljana
Creative director: Robert Bohinec
Art director: Robert Križmančič, Maruša Koželj
Copywriter: Boštjan Gorenc - Pižama, Robert Bohinec, Jan Mikeln
Designer: Janez Vizjak, Iztok Perko
Account director (agency): Mija Gačnik Krpič
Client account director: Anuša Žagar, Peter Dobovičnik
Photographer: Jure Novak
Illustrator: Maruša Koželj
Director: Luka Furlan