2023 Winner

Penguin Random House, the world’s largest English- language book publisher, launched “The Unburnable Book” in response to unprecedented levels of book banning in U.S. schools and libraries. The book was a one-of-a-kind, fireproof edition of Margaret Atwood’s 1985 dystopian novel The Handmaid’s Tale. Printed on Cinefoil pages and using heat-resistant inks and bound with nickel wire, the materials used to create the book were stable up to 2600°F. The campaign, by Rethink, featured a video of Atwood attempting to burn her own book with a flamethrower. The single edition was auctioned at Sotheby’s New York and raised US$130,000 for PEN America, an organization that promotes freedom of expression. With the story going global and reaching a 12 billion impression earned media value of $35 million, the book also landed back on the bestsellers list.

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