Just in time for the holidays, The Book — yes, that one — is getting a fashion-friendly makeover.
After retiring as chief executive officer of Euro RSCG Scandinavia, where he masterminded campaigns for Björn Borg’s clothing line and the Stockholm Fashion Fair, Dag Söderberg took on perhaps the ultimate marketing challenge: making religion chic. He repurposed the New and Old Testaments, under the “Bible Illuminated: The Book – New Testament” title, as photo-heavy glossies. The text is mixed with stock imagery, like a Nigerian animal slaughter and an Andy Warhol self-portrait. “The bible is a very powerful object,” said Söderberg, who first produced his version of the Old Testament last year in Sweden (it was a bestseller in hotels and upscale coffee shops). “But it’s a little bit scary, too. It can be very uncomfortable if you see a bible someplace where you don’t expect.”
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