Barbecue chefs and amateur pitmasters alike know that nothing truly useful ever comes out of a cookbook. But here’s one hell of an exception.
To promote the Tramontina cookware line, JWT Brazil created a few meticulously crafted copies of a book called Biblia Definitiva Do Churrasco, or The Bible of Barbecue. Each page of the book is made to be used or destroyed in the process of creating an authentic Brazilian grilling experience.
One thick sheet shatters into chunks of charcoal, while another lights the fire and yet another fans the flame. Other pages work as an apron, sharpen knives, wrap meat, act as cutting boards and even serve the finished dish.
Only a few “master barbecue chefs” received the books, though the agency is creating a simplfied version to be sold in stores.
Agency: JWT Brazil
Title: The Bible of Barbecue
Chief Creative Officer: Ricardo John
Creative Directors: Erick Rosa, Diego Wortmann
Head of Art: Fabio Simões
Art Director: Lucas Reis
Copywriters: Sleyman Khodor, Patrick Matzenbacher, Lucas Tristão, Fernando Duarte
Photography: Régis Fernandez
Illustration: Estúdio Olho Bala, Lucas Reis
Production Company: Santa Transmedia
Director: Gustavo Gripe
Motion Designers: Guilherme Krolow, Filipe Birck
Director of Photography: Raul Krebs
Audio Production: Antfood