This Barbecue Bible Can Sharpen Your Knife, Light Your Fire and Serve Your Steak

JWT Brazil gets chefs' attention for cookware brand

Barbecue chefs and amateur pitmasters alike know that nothing truly useful ever comes out of a cookbook. But here's one hell of an exception. 

To promote the Tramontina cookware line, JWT Brazil created a few meticulously crafted copies of a book called Biblia Definitiva Do Churrasco, or The Bible of Barbecue. Each page of the book is made to be used or destroyed in the process of creating an authentic Brazilian grilling experience.

One thick sheet shatters into chunks of charcoal, while another lights the fire and yet another fans the flame. Other pages work as an apron, sharpen knives, wrap meat, act as cutting boards and even serve the finished dish. 

Only a few "master barbecue chefs" received the books, though the agency is creating a simplfied version to be sold in stores. 


Client: Tramontina

Agency: JWT Brazil

Title: The Bible of Barbecue

Chief Creative Officer: Ricardo John

Creative Directors: Erick Rosa, Diego Wortmann

Head of Art: Fabio Simões

Art Director: Lucas Reis

Copywriters: 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 Designers: Guilherme Krolow, Filipe Birck

Director of Photography: Raul Krebs

Audio Production: Antfood

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