Bear Meets Eagle On Fire creates new ‘Significant’ book for IAG Marketing
Creative studio Bear Meets Eagle On Fire has partnered with IAG on a book design project around the meaning of the word ‘Significant’. Each weighing over three-kilos, the handmade A5 books were created to support the IAG marketing team’s internal culture program.
Says Micah Walker, founder and chief creative officer of BMEOF: “It’s quite the unexpected brief to be honest.
“Internal communication and clarity around an idea is so important but it’s often overlooked or left to the last minute. So being asked to create something this specific was fun for us and we’re proud of the result.
“A shout out also goes to our production partners at Peachy Print, who helped us make something that was much trickier than it sounds.”
Says Brent Smart, chief marketing officer, IAG: “We strive to do significant work that makes a significant difference. So, Bear made us a small but significant book. The craft is next level, to really inspire our marketers on what great craft looks and feels like.”
Client: IAG Marketing
Agency: Bear Meets Eagle of Fire
Production: Peachy Print
Typography: Matthieu Tarrin
Photography: Danny Eastwood
Prod. Photography: The Pool Collective
Retouching: Cream Electric Art
25 Comments
Why would you PR a book that was made for an internal marketing team of not that significant a number of people.
Why would you bother to leave a nasty comment?
Beautiful piece.
a paperweight
are a fucking disease. Leave it alone, stop shouting. It’s a visual medium, let it shine. Underscore it with VO. Why do we always have a fucking radio commercial on top of a Tv commercial?
wrong release?
When will these GUYS do something significant?
This is cool and well crafted. Get a grip “at straws”.
We get it. You don’t like that they’re blokes. But trolling campaign brief comments probably isn’t going to do much for the gender divide in advertising.
This is beautiful – good one.
Very M&C.
Everyone has a book with borrowed quotes and some perspective typography. Ask any agency.
Whether it’s genius, or a waste of money, who cares?
I’d love to have done something like that sitting on my coffee table”.
-“What’s that?” “
– “Oh, that old thing. Just something I whizzed-up for one of my clients”.
Significant: turning the pages from this book into instant cash payments for the thousands of IAG customers waiting for insurance payouts.
Now I care.
Will the blatant award chasing from this client EVER end.
It’s very confusing that people in the industry would talk this down. Whenever there are people pushing for a higher quality of craft (both client & agency) shouldn’t there be overwhelming support for it? It helps us all? Wouldn’t we all like a brief like this?
But they spent the time and energy to craft something beautiful.
I’d be proud of it
Anyone knocking this clearly doesn’t understand design or craft, which at least was a huge part of our industry. It’s beautiful. Embarrassing to read so many hateful comments from people who clearly don’t understand what we do.
5-6 years ago I started noticing the absolutely literal, unimaginative and reverse-lateral-thinking from not just Aussie blog comments, but suits, ‘collaborative partner agencies’, planners and by extension, clients. A couple of years later I noticed the same kind of limited thinking from creatives.
It’s a disease and one I’m glad I am nowhere near now. I love the craft of creating a culture full of ideas and imagination. But there’s a reason I don’t work in advertising anymore. The industry, despite beautiful work like this, has become a total snooze-fest. And the people knocking this work are definitely part of the problem.
It looks great. I’d love to have a copy. More craft work should be celebrated in our industry.
It’s just a book.
is just an ad.
Printing #hustle quotes on heavy black stock is craft now.
I am taking a rest now for the day to get on with my other day job.
This is heavy on the craft. Nice work