Autobiographies are pictures of the soul. An autobiographic book always has a detail, a frame story that only the ones who actually lived it can tell.

• Brand relevance

Penguin Random House Europe is strong in countries as UK and Spain but when it comes to Portugal the brand relevance is not the same. That’s why the local Penguin Office asked for a creative idea that could make the local brand stand out inside the bookshops.

• Target audience (consumer demographic/individuals/organisations)

Portuguese urban man and woman between 25 and 45 years old.

The great challenge here was the integration between the 3 main elements that compose the poster: 1) The photography of the characters made in studio 2)The outdoor photography of the environment 3) Typography. The elements were harmoniously combined in a perfect execution.

The Penguin Books Random House is experiencing a positive refreshing in its POS communication with this new and impactful series of posters.

It is a soft and humorous way of approaching the theme, which helps to amplify the public and the interest for autobiographies.

The posters went beyond the bookshops becoming news in blogs and websites all around the world.

Until now, the campaign managed to raise the sales in 45%.