Cannes Lions
LEO BURNETT ADVERTISING, Kuala Lumpur / LEO BURNETT / 2013
Overview
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Description
As Yasmin used to tell us, it’s not so much about messages, it’s about how it makes you feel. And how do we make people feel when they see, touch and read the book? How does one merge the Tao, and Buddhist and the Muslim feelings in a book? That was the challenge.
Execution
You can’t judge a book by its cover if it doesn’t have one. That absence of a cover for “Yasmin How You Know?” also “embodies” her personal philosophy of “nothingness”. The jacket is purposefully devoid of identity; there is no author mentioned. The book is unbound with an exposed spine with glue gobs, so each copy’s flaws are unique, just the way Yasmin saw each individual. Internally, copy of the entire book is laid out flowing in little topics without chapters to allude to traditional Muslim hadith layout patterns.
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