In these days of information overload, it has the ‘sit-up-and-take-notice-of-me’ tone to it. And given our penchant for sharing through multiple channels [I noticed several of my friends ‘liking’ this on Facebook’] the word spreads far and wide. The Decoded campaign for Jay-Z & Bing by Droga 5 was one such idea that was jaw dropping – it wasn’t design based but the ‘design’ of the marketing campaign was mind blowing. And then there was the ‘Never Wasted‘ bag for Lee by Happy Creative. Or the waterproof watch showcased in innovative packaging display. These somehow made sense from a brand point of view and didn’t sound gimmicky. The edible cookbook, while showcasing the meticulous design sense of the agency, has a gimmicky, attention seeking tone to it. No?