Gandhi is a bookstore chain in Mexico, and it has a great reputation among book lovers. However, the average Mexican reads half a book each year... in order to expand its market, Gandhi has to appeal to a wider audience. So we made a campaign for internet portals: when users go to these non-literature, popular sites, they would be presented with a literary quote related to the subject they're interested in, learn something new, and hopefully be sold on how interesting literature can be. This is triggered only when the users roll their mouse over the subjects they like.