Not quite what the name suggests, a Brajacket is an advertisement disguised as a dust jacket for a book.
Brajackets are one of the hottest new trends in Japan. Created by an advertising agency, Brajackets offer consumers a free cover to keep their book nice and neat, and advertisers a space to advertise that goes everywhere readers do.
Made from high-quality, coated paper that makes designs and colours pop, Brajackets come with a built-in bookmark. They’re available from stands in bookstores. Free, and no purchase necessary. New designs come out a few times a month, and the most popular ones are gone in a matter of days.
Brands that are already using bookvertising include Perrier and Haagen-Dazs, Adidas, Canada Dry, Universal Studios, Levi’s and famous Japanese rock band Mr. Children and a host of movies and musicals.
A simple idea that gives consumers something useful while creating a playful new space for advertising, this one could be copied to any city that has lots of people reading on subways and trains.
Photo by Brajackets.
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