Bookvertising

Not quite what the name suggests, a Brajacket is an advertisement disguised as a dust jacket for a book. According to Trends in Japan, Brajackets are one of the hottest new trends in Japan. Created by an advertising agency (Setup Inc), Brajackets offer consumers a free cover to keep their book nice and neat, and advertisers a space to advertise that goes everywhere readers do.
Made from high-quality, coated paper that makes designs and colours pop, Brajackets come with a built-in bookmark. They're available from stands in bookstores. Free, and no purchase necessary. New designs come out a few times a month, and the most popular ones are gone in a matter of days.

Brands that are already using bookvertising include Perrier and Haagen-Dazs (shown above), Adidas, Canada Dry, Universal Studios, Levi's and famous Japanese rock band Mr. Children and a host of movies and musicals.

A simple idea that gives consumers something useful while creating a playful new space for advertising, this one could be copied to any city that has lots of people reading on subways and trains.

http://www.b-j.jp