The Milk Books

Entry code: Z15008GD19Agency: Futura DDB, LjubljanaAdvertiser / client: Spar Slovenia
Group: Z Social Good, Z15 Profit social good

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