The Milk Books

Agency: Futura DDB
Creative Director: Robert Bohinec
Art Director: Robert Krizmancic
Illustrator: Marusa Kozelj
Account Director: Mija Gacnik Krpic
Account Managers: Anusa Zagar, Peter Dobovicnik
Designers: Janez Vizjak, Iztok Perko
Project Type: Produced
Client: Spar
Location: Ljubljana, Slovenia
Packaging Contents: Milk
Packaging Substrate / Materials: Paperboard
Printing Process: Flexography

Futura DDB Ljubljana and Spar Slovenia launched a new type of book that every household in Slovenia would read – a story printed on the milk packaging, with the intention to remind and encourage the residents to read more. The latest research from OECD discovered that Slovenia scored below average in literacy in comparison to other European countries, as one out of every four Slovenians had issues with basic literacy.

The Milk Books were written by a Slovenian award-winning youth writer Bostjan Gorenc–Pizama. Fairytales “Lost pearls” and “The hiccup rabbit” are intended especially for parents to rejuvenate a classic habit of reading bedtime stories to their children – instead of children being left alone with mobile phones, tablets, video games or other popular new age technologies, which steal attention from reading books altogether.