- Give a high impact visual twist on the traditional posters that Colsubsidio makes year by year to promote the Book Exchange program.

- Come out with a powerful idea (visual and conceptual) to communicate the invitation to people to participate in the program.

We needed to promote the Colsubsidio's Book Exchange Program. To reveal the message, people could interact with the postcards by the simple act of turning them upside-down.

People got crazy with the fun of the ads, that even some of them asked us to have the ad as a gift (either posters or postcards).Visits to the libraries and participation on the Book Exchange Program increased a 30% compared to last year.