Bible Illuminated - The Book, New Testament
Provocative Bible has Glossy Magazine Photos, Humanitarian Message
Oct 27, 2008
Ten percent of Stockholm's population went to the 2007 public launch of the original Swedish Bible Illuminated. "Bible sales increased almost 50% in Sweden, a secular nation", according to a promotional video.
The Bible is an Evergreen Bestseller
The Bible doesn't need a promotional sales campaign. However, Dag Söderberg, CEO of publisher Illuminated World, says many people own Bibles but few leave them out for viewing.
The publisher's website says the concept of using modern images to make the Bible more compelling started with Michel Gyring and Mats Rabe in Stockholm asking, "Why don't people read historical texts?" They wondered if a new design and format might attract readers.
In a story by Jessica Berry, "'Erotic' pictures to bring Bible back into fashion" (Telegraph.co.uk, June 5, 2001), Michel Gyring and Gustaf-Wilhelm Hellstadt discussed producing a glossy magazine-style Bible using top fashion photographers and professional models.
Swedish Advertising Executive Applies Expertise to Produce Bible Illuminated
Instead of Vogue models and high-fashion photography, the Bible Illuminated: The Book, New Testament features hard-hitting images, high quality photography, and a mixture of familiar and unknown faces. There are some peaceful and easy pictures, but mostly the visuals are challenging, meant to incite discussion and thought. A team of one-legged soccer players in Sierra Leone. A polar bear swimming.
Illuminated World is financed and managed by a Swedish consortium chaired by Dag Söderberg, "former CEO of one of the largest advertising firms in Europe" and Jan Carlson, "former CEO of Scandinavian Airlines and author of global management bestseller; The Moments of Truth (1987)." Söderberg describes himself on the company website as "spiritual but not particularly religious", with a mission to "make the Bible accessible and readable".
American Bible Society is a Partner in the Bible Illuminated
A 2-page message from the American Bible Society, one of Illuminated World's partners says in part:
"Some of the images that accompany the text are graphic. But they are a testimony of what can happen when justice and the stewardship of the earth’s resources are treated with indifference. Others, we trust, depict ways in which humans have successfully reached out to one another in times of dire need."
Celebrity Pictures and a Photography Exhibit about the Millennium Development Goals
Within the Book of Luke is "Eight Ways to Change the World", a photo essay encouraging readers to help achieve humanitarian goals.
The Book of Mark opens with a photo of young Muhammad Ali. What do the Dalai Lama, Angelina Jolie, Ghandi, Bono, Princess Diana, Mother Teresa, Al Gore, Che Guevara, and Aung San Suu Kyi have in common? Their pictures are all here under the thematic caption, "God said, 'I will send my messenger ahead of you to open the way for you.'"
Bible Illuminated, New Testament is not for Children and May Require Interpretation
Some of the images in the Bible Illuminated could be upsetting to children.
As an aid to discussion and study of the Bible, whether as part of a spiritual practice or otherwise, the Bible Illuminated raises interesting and difficult questions. To make the link between those questions and the teachings of the text, the reader must be able to read and interpret the Bible. Those who lack Biblical literacy may find the Bible Illuminated works best as part of a structured study, with a teacher or study guide.
Susan Whelan's Book Review - The Bible Illuminated offers thoughts on rewriting classic texts.
Bible Illuminated: The Book, New Testament
Published by Illuminated World (Forlaget Illuminated Sweden AB), 2008. ISBN 978-91-976694-4-3.
All images courtesy of the publisher. (Click the small images below to see clear large versions).
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