| Title | CRIMINAL REVIEWS |
| Brand | PIPER VERLAG |
| Product/Service | BOOK RELEASE |
| Category |
A05. Media / Entertainment |
|
Entrant
|
SERVICEPLAN GERMANY Munich, GERMANY
|
|
Idea Creation
|
SERVICEPLAN GERMANY Munich, GERMANY
|
|
Media Placement
|
MEDIAPLUS Munich, GERMANY
|
|
Production
|
NHB VIDEO Hamburg, GERMANY
|
|
Production 2
|
2WEI MUSIC Hamburg, GERMANY
|
|
Additional Company
|
PLAN.NET Munich, GERMANY
|
Credits
| Alex Schill |
SERVICEPLAN GERMANY |
Global Chief Creative Officer |
| Leif Johannsen |
SERVICEPLAN GERMANY |
Managing Director Art |
| Patrick Matthiensen |
SERVICEPLAN GERMANY |
Managing Director Text |
| Lars Holling |
SERVICEPLAN GERMANY |
Managing Director Account |
| Soen Becker |
SERVICEPLAN GERMANY |
Creative Director Art |
| Eduard Hoerner |
SERVICEPLAN GERMANY |
Creative Director Text |
| Sarah Mosbacher |
SERVICEPLAN GERMANY |
Art Director |
| David Zicca |
SERVICEPLAN GERMANY |
Copywriter |
| Henrik Claus |
SERVICEPLAN GERMANY |
Copywriter |
| Nico Lohmann |
SERVICEPLAN GERMANY |
Account Management |
| Ann-Kathrin Frohloff |
SERVICEPLAN GERMANY |
Account Management |
| Christoph Köhler |
nhb video |
Producer |
| Marc Hartmann |
Freelance |
Director |
| Jakob Suess |
Freelance |
DoP / Photographer |
| Phil Petry |
Freelance |
Assistant DoP |
| Thomas Keller |
Freelance |
Sound Engineer |
| Felix Plueddemann |
Freelance |
Lighting |
| Simon Heeger |
2wei |
Music Production |
Why is this work relevant for Direct?
In general, readers buy books trusting the classic descriptions and reviews written by book critics. But those reviews tell people only about typical literary treatments and not if the story itself is reliable or not. Therefore, it would need a new kind of reviews.
Background
Regarding to the book market, it is mostly on book critics to decide on the success of a book. But are they really the right people to evaluate a book? PIPER one of Germanys largest book publishers found an answer.
Describe the creative idea (30% of vote)
Criminal Reviews. The first book description of a crime novel that is reviewed by a real criminal.
Describe the strategy (20% of vote)
We asked an ex-criminal and convicted murderer to review the murder case of a crime novel, in order to create a completely new kind and perspective of book reviews.
Describe the execution (20% of vote)
Henry-Oliver Jakobs, a convicted murderer who spent 19 years in prison, was asked to review the new book of Jørn Lier Horst “Wisting und der Tag der Vermissten” and its core story of a murder case with all its facets. The review was published by PIPER on their website, social media accounts and spread through the classic and digital book trade.
List the results (30% of vote)
Within just 7 days after the initiative, the book became a SPIEGEL bestseller – Germanys most popular ranking for books. With Criminal Reviews, PIPER reinvented the way of reviewing books by giving readers the most realistic evaluation of a crime novel they could ever get.