Like blades of grass poking up through the concrete, the printed word increasingly appears in places where you’d least expect it to in order to lure people, however briefly, away from their phones. Famously, Chipotle has decorated its cups with illustrations and stories by celebrated authors since 2014. The Italian winery Matteo Correggia has gone one better by affixing an entire beautifully printed short story to bottles of its Librottiglia Wine.
“Today we read books on computers, tablets and mobile phones,” observes Mirco Onesti of Reverse Innovation, the creative agency responsible for the move. “Why not on a bottle of wine?”
Find out more about Librottiglia Wine.