2023 Winner

In response to the unprecedented rise in book banning in the U.S., Penguin Random House, the world’s largest English-language book publisher, launched “The Unburnable Book.” The campaign, by Rethink, featured the creation of a single fireproof edition of Margaret Atwood’s dystopian novel The Handmaid’s Tale, one of the most banned books of all time. A video featured the author herself attempting to burn her own book with a flamethrower – to no avail. The book launched on social channels and at the PEN America Literary Gala in New York. The campaign gained global attention, 12 billion impressions and $35 million in earned media – all with no media spend. The book was auctioned at Sotheby’s New York for $130,000 USD, with all proceeds going to PEN America, which promotes freedom of expression.

Credits

Chief Creative Officer: Aaron Starkman
Chief Strategy Officer: Sean McDonald
Executive Creative Director: Mike Dubrick
Creative Directors: Robbie Percy, Caroline Friesen
Art Director: Caroline Friesen
Writer: Robbie Percy
Director of Broadcast Production: Steph Walker-Wells
Broadcast Producer: Alex Butt
Director of Print Production: AJ Merrick
Print Producer: Agnes Gilchrist
Studio Director: Brad Kumar
Studio Artist: Todd Bennett
Director of Digital Content: Todd Harrison
Digital Producer: Kyle Hicks
Digital Designer: Dustin Gamble
Developer: Steve Lam
Editorial Lead: Lianne George
Production Company: Asymetric
Executive Producer: Evan Landry, Nick Burry
Director: Brooks Reynolds
Editor: Christopher Chang
Director of photography: Kiel Milligan
Line Producer: Iseault McNamara
Post Production House: Saints Editorial
Executive Producer: Mackenzie Goodwin, Emily McKay
On-Line: Alexa Salsberg, Darling VFX
On-Line Assistant: Russell Hanson, Darling VFX
Grading: Kassi Bellamy, Darling VFX
Producer: Morgan Campbell
Audio House: OSO
Producer (Audio House): Hannah Graham
Creative Director (Audio House): Harry Knazan / Daenen Bramberger
Engineer: Harry Knazan, Daenen Bramberger
Pyrotechnics and VFX: Gustavo Franco
Printing and Props: Joe Scout, Club Ink
Printing and Fabrication: Doug Laxdal, Jeremy Martin, The Gas Company Inc.
Partner, Director of Client Services: Marie Lunny
Client: Jared Bland, Publisher, McClelland & Stewart
at Penguin Random House Canada