Challenge: Create registrations for the "Table Manners for Children"-courses held by the Raffles Hotel Vier Jahreszeiten Hamburg.
Strategy: We developed a book called "Galopping through the world of table manners". In this book, rules are told in funny mnemonics. In German, those little mnemonics are called "Eselsbrücken" – literally translated: donkey bridges. We use this animal as a "design background": a donkey appears on the spine, the book is bound in "donkey skin", and every book contains a donkey tail as a bookmark.
Result: The first edition of 1,200 books is already out of stock; the courses are booked out for months.
The book was awarded at D&AD, 1 x bronze and 1 x award at The One Show, gold at ADC of Europe, bronze at Clio, bronze at Epica, 2 x gold at New York Festivals, winner at London International Awards, 2 x silver, 1 x bronze at ADC Germany, and mention in Creative Review annual.
Illustration: André Rösler, Mike Brandt
Production: Produktionsbüro Romey von Malottky GmbH
Besides the book posters were placed inside the hotel.
