Backed by the idea that renovation must happen before decorating, this clever magazine marketing stunt was set up by Telhanorte. Taking this idea quite literally for the presentation of its home remodeling magazine, the publication was sent out to people encased inside a block of concrete. Upon receiving a magazine, these concrete cases needed to be cracked into with a tool like a hammer.
Since it's common for magazines to arrive at a doorstep protected in flimsy plastic, this packaging provides a material that's the complete opposite and bound to surprise people. Appealing to those who love to get their hands dirty and tackle home renos on their own, the Concrete Magazine is a brilliant marketing stunt for print.