Dog Fur

News International’s sales and marketing team wanted to reintroduce its five brand values in a memorable way. We found inspiring tales about five people who exemplified each value. For example, Damien Hirst for commercial, and Marie Curie for courageous. And as the main value that sat above the rest was curiosity, we put the stories together in a curious book, using weird phrases from each tale for a headline: ‘Pickled Shark’ for Hirst, ‘X-Ray’ for Curie and ‘Dog Fur’ for George de Mestral. And finally, to make sure people actually read the book, we plastered the headlines all over their offices without explanation to generate curiosity.