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DIVA

Question

How to give extra value to something that's complimentary?

DIVA - Revealing a Dutch icon

DIVA is the untold story of Jetta Goudal, a movie star from the golden age of Hollywood. Did you know that she’s the only Dutch actress to have a star on the walk of fame? I didn’t know either.

In fact, nobody knew she was Dutch to begin with because she had managed to lie to the entire world about her real identity. You can learn more about Jetta and the book here.

Choosing the right elements

Conceptually speaking, I wanted to recreate the glamour of the silent movie era while paying hommage to Jetta’s strong and outspoken personality. Afterall, she was the first female movie star to go to court against a major Hollywood producer.

So for the cover to make the right impression, I needed iconic design elements: a font that can speak for itself and a colour palette that would grab the immediate attention of our audience.

To portray Jetta at her at her full glory, the book was also accompanied by a complimentary feature film. Each book contained a “movie ticket” with a secret access code, glued to the inner flap.

The documentary wasn’t communicated as “free” or “complimentary” but rather as “exclusvie” and “special for readers”. This added an element of scarcity: book buyers were getting a little extra something only vailable to them.

Movie ticket
Bookmark
In-store poster

Look mom, I’m on TV!

Well not me personally, but the book itself recieved a lot of media attention. Jetta’s secret identity was revealed on national television, and the Dutch population could finally reclaim their Hollywood DIVA.

Answer

Call it exclusive.

Work done for Gekkota

Feeling some more? Take a look at this creative challenge I created.