Metamorphosis Of Marketing

To celebrate the launch of its ‘Great Writers’ series Good Books International (an online, non-profit book distributor) recently released an animated short featuring the likeness of Hunter S. Thompson (this month’s featured writer) raving about his need for a paperback copy of Kafka’s Metamorphosis.

The combination of the Antfood provided soundtrack and the swirling psychedelic visuals do a remarkable job of capturing and channeling the essence of Dr. Gonzo into a slick and stunning work of art. In fact if it weren’t for the subtle ‘Good Books’ references littered throughout the video one might just assume this to be a trailer for a feature length animated film.

The level of quality and innovation should come as no surprise considering the group responsible for the video.  ‘Good Books’ is a New Zealand based organization that donates 100% of the retail profit from every sale to support communities in need through Oxfam projects. Although the company uses a platform similar to TOMS shoes ‘Good Books’ model is rooted in true social conscious rather than using it as a marketing tool to attract the ‘indie’ or ‘alternative’ demographic.

With the whole KONY 2012 phenomena polluting the internet it can be difficult to tell the motives and goals behind some of these new age charities, however with a staff of one-hundred percent volunteers and no operating cost this organization triumphs where others have failed.

Having already established partnerships with The Paperback Shop UK and String Theory advertising ‘Good Books’ is redefining what it means to be an non-profit organization in the digital age and with continued commitment to a true cause and a slick advertising campaign there’s no telling what the future may hold for this young start-up.


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