Stunning, custom-made book - the most captivating sight in today's landscape
Diving headfirst into the digital creative universe full of influencers and AI-generated ads, it's a breath of fresh salt air to witness a campaign that cherishes traditional art forms. One such campaign that's left me utterly captivated is Corona's 'Fisherman Storytellers', a masterful piece by the Brazilian visual arts studio, Black Madre.
While Corona's billboard ads often steal the show, this handcrafted gem showcases the impact of thoughtful campaigns that rival their OOH counterparts. Featuring intricate artwork, illustrations, and a medley of media, this sumptuous book celebrates the essence of storytelling and its profound impact on advertising.
This visual delight, born from the creative minds at Black Madre, blends various art techniques and materials to offer a diverse tactile experience. The book's rugged exterior, crafted from salvaged boat wood, contrasts beautifully with the delicate pages made from nautical materials like sail canvas and fishing nets collected from the fishing village of Picinguaba.
Inspired by the aesthetics and soul of the caiçara people who live symbiotically with the sea, the book's illustrative styles dance off the pages in a reflection of their diverse lifestyle. Each page unfurls a unique narrative, echoing the voices of the fishermen impacted by Brazil's seasonal fishing ban, shining a spotlight on an initiative that trains them to be cultural ambassadors during the off-season.
Stepping beyond mere aesthetic appeal, the book amplifies the community's voice, reinforcing Corona's dedication to sustainability and compelling storytelling.
Craving more? Gaze upon the best book covers of the month or marvel at the exquisite new Folio Society book designs.
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- Campaign Objective: The objective of the campaign is to document and visualize the stories of local fishermen, emphasizing the importance of community engagement and storytelling, especially during periods of limited fishing activities[1][3].
- Book Design: The book is created using salvaged and reclaimed nautical materials such as boat wood, sail canvas, and fishing nets gathered from Picinguaba's beaches. The design incorporates diverse illustrative styles that reflect the rich cultural heritage of the caiçara people[2].
- Storytelling Approach: The book tells a series of unique stories, inspired by local myths and legends, through features like multi-layered pop-ups and intricate illustrations woven from salvaged nets[2].
- Community Impact: By giving a voice to the fishermen and showcasing them as cultural guides, the campaign transcends its aesthetics to reinforce Corona's commitment to sustainability and community engagement. It highlights the power of storytelling in advertising and demonstrates that traditional art forms can carry significant resonance in a digital age[2][3].
- This captivating campaign, 'Fisherman Storytellers', by Black Madre, demonstrates the power of traditional art forms in a digital universe.
- The book design of 'Fisherman Storytellers' uses reclaimed nautical materials like boat wood, sail canvas, and fishing nets to create a unique tactile experience.
- Diverse illustrative styles in the book reflect the rich cultural heritage of the caiçara people, who live symbiotically with the sea.
- Each page of the book tells a unique narrative, echoing the voices of local fishermen impacted by Brazil's seasonal fishing ban.
- The book amplifies the community's voice, reinforcing Corona's dedication to sustainability and compelling storytelling.
- If you have a striking logo or brand identity, consider entering it in the Brand Impact Awards.
- For daily design news, reviews, and tutorials, sign up for the Creative Bloq Newsletter.
