I love books. They are the knowledge base of human being. We all love reading books. We read them in the tube, public transport, home, and even in toilets. However, there are many people who don’t read books.  There could be many reasons like poor reading skills, no interest, different reading preferences (online). However, for bookstores we are all vital. Following campaign was aimed at people who don’t read books a lot. It was built on the elaboration of the situation. I am not sure how successful was this campaign, but I guess it was poorly executed. The target market could be women and men at the age of 20-30s, who live in Brazil. 

The only thing that it does is reminding me that I need to read a book in order to be more communicative. However, after few minutes I will forget even the name of the store or the point of the advert. It lacks touching point. I don’t feel it. Note that I am looking at this ad like a book reader who very rarely buys books in bookstore. What do you think?

The tag line is:

Don’t be without a topic. Read books. 

The credits go to:

Advertising Agency: DBS Multicriação, Florianópolis, Brazil
Creative Director / Copywriter: Jaisson Pepes
Art Director: Renato Bittencourt
Photographer: Philippe Arruda
Published: February 2009

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