JWT Brazil Creates ‘The Bible of Barbecue’ for Tramontina

By Erik Oster 

JWT Brazil created an interactive cookbook entitled The Bible of Barbecue for leading Brazilian cookware line Tramontina.

Pages of the book can actually be utilized to create authentic Brazilian barbecue. One page, for example, breaks apart into charcoal to start the fire, while another can be used to sharpen your knife. There’s also a cutting board, salt to season the meat, an apron, tin foil, and even a serving dish. It’s a fun idea, which JWT describes as “a sensory fusion of tactile experience, visual design, and most importantly a tribute to the brilliant flavors that result from expert cooking.”

The Bible of Barbecue has been shared with master barbecue chefs in Brazil, and a version will soon be available in select bookstores. Check out the case study video above to learn more, and stick around for credits after the jump.


Client: Tramontina

Agency: JWT Brazil

Title: The Bible of Barbecue

Chief Creative Officer: Ricardo John

Creative Director: Erick Rosa, Diego Wortmann

Head of Art: Fabio Simões

Art Director: Lucas Reis

Copywriter: Sleyman Khodor, Patrick Matzenbacher, Lucas Tristão, Fernando Duarte

Photography: Régis Fernandez

Illustration: Estúdio Olho Bala, Lucas Reis

Production Company: Santa Transmedia

Director: Gustavo Gripe

Motion Designer: Guilherme Krolow, Filipe Birck

Director of Photography: Raul Krebs

Audio Production: Antfood