Ad of the Day: This Publisher Makes Books You Can Plant and Grow Back Into Trees

FCB gives back to nature

Normally, books come from trees. This particular volume reverses that process.

FCB Buenos Aires and children's publisher Pequeno Editor created Tree Book Tree, a program that involved making handsome, hand-stitched books from acid-free paper, jacaranda seeds and ecologically friendly ink. Once planted in the ground, it will, in fact, eventually sprout into a tree. (Alas, The Good Earth isn't available in this format.)

The project is designed to teach kids 8-12 where books come from—not the Internet, as some probably believe. (Actually, given the increasingly paperless state of our global techtopia, it may end up teaching them what a physical book is, period.) It's also a novel way for youngsters to learn about replenishing resources and giving back to nature.

As the campaign says: "Trees and children can grow together."

The tree-book is a story titled Mi Papá Estuvo en la Selva—aka, My Dad Was in the Jungle. (The story was originally issued in standard book form by the publisher a few years back.) Check out the promotional clip to see copies of it germinate in bookstore windows. Fifty Shades of Grey can't do that, yet somehow that stinker managed to grow two sequels!

I hope DDB's Drinkable Book is on a shelf nearby. It should come in handy when watering time rolls around.


Client: Pequeño Editor

Director: Raquel Franco

Art director: Diego Bianki

Agency: FCB Buenos Aires

Executive Creative Director: Tony Waissmann

Creative Director: Diego Rubio

Creative Director: Sebastián Fulgencio

Art Director: Emiliano Cortez

Copywriter: Dardo Pérez

Copywriter: Daniel Arango

General Account Director: Fabiana Antonelli

Production Audiovisual Director: Gabriel Lancioni

Production Graphic Director: Marcelo Atencio

Production Audiovisual: Maximiliano Ibarra

Production Audiovisual Assistant: Federico Miri

Director: Guido Cassini

Musical Producer: Jerónimo Montalvo Twins Music

@DaveGian David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.