Get Your Bra Jacket On

[Mulboyne]

[floatl][/floatl]WebJapan: Books as Billboards
One of the hottest trends in Japan right now is book jackets - not just ordinary brown paper jackets, but ones made of high-quality paper and sporting elaborate and colorful designs. This new breed of book jackets boasts handy features like reversibility and built-in bookmarks. Called bra-jacket, short for "brand jackets," many of them bear corporate logos and brand images, thus serving not just to protect book covers from damage but also as advertising vehicles. As they are adverts, they are offered to the public for free. The jackets are the brainchild of the advertising company Setup Inc...The most popular designs reportedly disappear from the racks in just two or three days...more...