'El Virrey Bookstore' asked for a campaign to encourage the habit of reading, since Peruvians have a very low readership index (less than one book per year). The most common response among the educated population is that they do not have time.The central idea was to emphasize that there are moments when, no matter how busy we are, we have a bit of free time when we are in the toilet, in the bus, etc. What better way to use that time than reading a book?The tone of the campaign was deliberately irreverent, to appeal to youngsters, who have the common perception that books are serious and not particularly entertaining.