Hira Mohibullah
Executive Creative Director at BBDO Pakistan
Lahore, Pakistan
TitelThe Bulletproof Novel
Agentur
Kampagne The Bulletproof Novel
Werbende SOC Outreach
Marke Girl's Education
Datum der ersten Ausstrahlung/Veröffentlichung 2018
Geschäftsbereich Gemeinnützige Organisationen
Philosophie The Campaign

Tasked with telling the brave story of Malala, Shazia and Kainat - written by renowned Pakistani writer Sanam Maher - we designed a symbol with the ultimate message of resistance: a book that speaks of knowledge being more powerful than any bullet that might try to stop it. But we didn't just want the book to say it. We wanted the book to be it. Introducing the world's first bulletproof novel: a book that tells the girls' stories on paper but is bound with a cover made of bullet-resistant Kevlar-XP fiber with the capability of halting a 9mm bullet fired at close range. In the words of Malala: "One book...can change the world.”
Creative Execution

The material used to make the book cover is Kevlar XP, a high-grade, lightweight bulletproof fiber manufactured by DuPont. Constructed with 10 layers of fiber panels pressed and stitched together, the cover is able to halt a 9mm bullet fired from as close as 5 meters, conditions which were almost similar in the girls' shooting incident. The color of the ink used in the book is the same as government school girl uniforms in Pakistan. The text for the book was compiled and edited from live interviews with the girls in their hometown of Swat, an area in northern Pakistan which was occupied by the Taliban. Launched on World Book Day, all sales profits go to charities under SOC Outreach Foundation to help girls' education.
Indication Of How Successful The Outcome Was In The Market

While most people had heard about Malala, there was almost zero awareness of the other two girls. Whatever awareness there is for Malala, it is strangely negative, sadly tied to conspiracy theories. The book changed this unfortunate perception by spreading the bigger news of all three girls: almost half a billion impressions took the story to every corner. The BBC wrote that "This book sends a clear message that knowledge is unstoppable." Arab News claimed that this campaign "Inspires and motivates girls to go to school." The book proceeds will be donated to a cause benefitting schools that teach the orphans of Taliban victims. At the time of making this entry, almost half of the books published have been sold. The final 10 signed books will be auctioned at a large event in Pakistan.
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