Anybody who’s ever designed materials for the health industry knows the drill, and accepts that the next few weeks will be taken up with sourcing samey-samey stock-art images of aspiring actors posing in white lab coats and uncertain smiles. Japanese advertising agency Dentsu, however, went in another direction completely with the book it created for expectant parents for Bell-Net Obstetrics.
Mother Book is a 40-page, three-dimensional diecut book that tracks the development of a child throughout the gestation period using clever illustrations and a circular representation of the child itself on the right-hand page. As you progress through the book, that circle grows, fitting neatly in a depression on the left-hand pages. Expectant parents can also write down their experiences during this process on the pages.
The unique concept won the Grand Design Lotus at Adfest in Bangkok.