Title	NEXT CHAPTER
Brand	IPA WINSTON FLETCHER FICTION PRIZE 2016
Product/Service	WINSTON FLETCHER FICTION PRIZE 2016
Category	B02. Dimensional Mailing
Entrant	MULLENLOWE GROUP London, UNITED KINGDOM
Idea Creation	MULLENLOWE GROUP London, UNITED KINGDOM
Production	MULLENLOWE GROUP London, UNITED KINGDOM

Name	Company	Position
Richard Denney	Mullen Lowe London	Executive Creative Director
David Henderson	Mullen Lowe London	Chief Creative Officer
Ryan Self	Mullen Lowe London	Head of Design
Gary Wallis	Mullen Lowe London	Deputy Broadcast Director
Rob Hare	Mullen Lowe London	Designer
Augusta Lindquist	Mullen Lowe London	Designer
Javier Leal-Olivas	Mullen Lowe London	Designer
Elisabeth Bolzon	Mullen Lowe London	Designer
Jess Bird	Mullen Lowe London	Account Executive
Pete Stedman	Mullen Lowe London	Retoucher

The Campaign

These were books with a difference. Specially bound and printed, inside they were completely blank apart from a simple line of encouragement on the first page, which read; ‘So, what’s your next chapter?’ To personalize each book, we featured individually designed dust jackets, each one of them featuring a design related to the work they were most synonymous with. Each book featured the same title, inviting them to fill in the blank and inside where simple details of the competition, a biography of the recipient and a QR linked straight through to the website.

Creative Execution

But these were books with a difference. Specially bound and printed, inside they were completely blank apart from a simple line of encouragement on the first page, which read; ‘So, what’s your next chapter?’ To personalize each book, we featured individually designed dust jackets, each one of them featuring a design related to the work they were most synonymous with. Each book featured the same title, inviting them to fill in the blank and inside where simple details of the competition, a biography of the recipient and a QR linked straight through to the competition website. There was even a handwritten note from the competition judge, one of the biggest names in British books, Tim Waterstone. We then used the book designs for further advertising to promote the competition to the rest of the industry.

Results

This was the Drum ‘AD OF THE DAY’ Best Ads On TV ‘Week’s Best Web Film’ Creativity Online Editor’s Pick We had an impressive industry uptake and people enjoyed receiving their books!

We sent books to some of the world’s greatest advertising copywriters, Creative Directors and journalists. Each book was specially personalized to who we were sending it to.

But these were books with a difference. Specially bound and printed, inside they were completely blank apart from a simple line of encouragement on the first page, which read; ‘So, what’s your next chapter?’ To personalize each book, we featured individually designed dust jackets, each one of them featuring a design related to the work they were most synonymous with. Each book featured the same title, inviting them to fill in the blank and inside where simple details of the competition, a biography of the recipient and a QR linked straight through to the competition website. There was even a handwritten note from the competition judge, one of the biggest names in British books, Tim Waterstone. We then used the book designs for further advertising to promote the competition to the rest of the industry.