How Luck Inspired the Special Hungarian Edition of Go Luck Yourself

'Sharing the Past / Shaping the Future' - this is the motto of Advertising Chronicles (reklamtortenet.hu), a leading blog on advertising in Hungary, which since 2016 has also specialised in translating and publishing books on creativity, marketing and advertising in Hungarian.

Their most recent publication was the bestselling book by Lucky Generals founder Andy Nairn: Go Luck Yourself, a fascinating and entertaining read that explores the role of luck in business and describes 40 different ways to 'stack the odds in your brand's favour'.

Levente Kovacs, co-founder and chief creative officer of White Rabbit Budapest and founder of the blog/press Advertising Chronicles, said, "While working on the Hungarian edition of Go Luck Yourself  I realised how important a role luck has played in the 10 years of my blog's existence. The titles I've found, the authors I've met, the new collaborations and friendships I've made, the inspiration and positive feedback I've received over these years – luck has played a crucial role in all of this, just as it has in my whole life and career... So when the project was finished, I bought a scratch card to reward myself. Well, I did not win – but instead I had an idea! A very special, and appropriate way to celebrate the blog's 10th anniversary. Thanks to that scratch-card, the 'Tribute to Luck' edition was born."

This limited edition book is a special version of Go Luck Yourself: its front, back and spine function as an original scratch card, with a custom-made lucky coin attached to the cover. When the thin silver layer is rubbed off with the coin, the cover is revealed, uniquely designed as a 'winning' scratch-card - congratulating the 'winner' (reader) on being lucky enough to have chosen a book about luck. What a lovely self-referential idea, isn't it?

"Dozens of bookbinding factories, equipped with the latest technology (some even using AI) were asked to create the scratch card cover. None of them could guarantee the look and feel we wanted," says Levente Kovacs. "But I finally found an old master bookbinder who had the knowledge, skill and patience to make these covers for us. So these books also prove the power of craftsmanship and passion over soulless, machine-driven mass production. And I love that about this project too.”

To create the special limited edition book, Advertising Chronicles teamed up with White Rabbit Budapest and Most! Agency – whose creative director, Andras Limdauer translated the original text of Go Luck Yourself into Hungarian.