Food company's annual report needs to be baked before reading

Posted by Cory Doctorow, November 16, 2007 1:42 AM | permalink

This annual report (for a Croatian food company) ships wrapped in foil, and needs to be baked in an oven in order to make the thermal-reactive ink illustrations show up.

Croatian creative agency Bruketa & Zinić have designed an annual report for food company Podravka that has to be baked in an oven before it can be read.
Called Well Done, the report features blank pages printed with thermo-reactive ink that, after being wrapped in foil and cooked for 25 minutes, reveal text and images.

Link (via Kottke)

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Discussion

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#1 posted by gosub3000 , November 16, 2007 2:35 AM

Brings a whole new meaning to 'cooking the books'!

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#2 posted by strider_mt2k

, November 16, 2007 4:48 AM

-and if you only half-bake it it comes out looking like [INSERT WACKY WRITER HERE]!

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#3 posted by mmbb , November 16, 2007 4:49 AM

My oven does not have a setting for 10-Q. I'm guessing 451°F?

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#4 posted by Nelson.C , November 16, 2007 5:09 AM

25 minutes is too long to wait for something to read. Can I microwave it? (j/k)

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#5 posted by Peter Moosgaard , November 16, 2007 6:22 AM

seems to be a factiod that you have to bake books when pages stick together.... i´ve never tried

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#6 posted by mrmule , November 16, 2007 6:25 AM

You can now score Sustainability Reports at the Global Reporting Initiative Readers' Choice Awards, have your say about the future of sustainability.

http://awards.globalreporting.org

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#7 posted by Halloween Jack , November 16, 2007 7:07 AM

Can I haz rice paper n soy ink? nom nom nom

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#8 posted by monkey

, November 16, 2007 7:43 AM

clever, but, it looks more like an hors d'œuvre and a bit of fire hazard.

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#9 posted by help i cant comfirm my username themelonbread , November 16, 2007 9:28 AM

... But WHY? Honestly, I can't think of any useful purpose to this action...

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#10 posted by NeonCat , November 16, 2007 9:36 AM

@ Help etc.

Because it's freakin' cool? Not a good enough reason for you? People will remember this report for years - and both the company that issued it and the designers who created it.

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#11 posted by archdukechocula , November 16, 2007 9:44 AM

This is a very wasteful idea. Cutting down trees to make the paper, then filling the air with CO2 just to read it? Who the hell wants to read an annual report from a food company anyway?

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#12 posted by Tim , November 16, 2007 1:21 PM

@11: Shareholders. Doesn't mater what the company sells (assuming it's not something really unethical), they need to know if their investment is likely to pay off.

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#13 posted by chaas , November 16, 2007 2:24 PM

It's brilliant. Award-winner for sure in the D&AD. Not that THAT matters.