We needed to launch a real estate development in an old industrial area, an abandoned place degraded by time. How to attract people to know a new development in a neighbourhood such as this? How to start changing the image of the place? What to do so that people believe in the possible revitalization of the neighbourhood?   We knew we had to go beyond traditional advertising for the real estate market which is often boring and bureaucratic. We created the first open air book. A literary circuit that would take people for a fun ride around the neighbourhood until arriving at the development. The open air book not only led people to know the sales stand as an experiment, but became a cultural program in the city.

We transformed the billboards spread around the neighbourhood into a giant book, in a literary circuit that led to the development. To do so, we invited the writer Fabricio Carpinejar and made the first open air book. The pages began in the neighbourhoods around went through the important spots in the industrial area leading to the sales stand. The location for each billboard was essential to have an interesting circuit. Besides, the place where each page was set worked as a backdrop for the storyline. The internet, PR strategy and a promotion helped to disseminate the book which soon became an attraction in the city.

Guided by the open air book, an average of 500 people visited the sales office daily. The book became a cultural program for the city and not just in the neighbourhood and was mentioned in the agenda of newspapers and magazines. People began believing in the revitalization of the neighbourhood and realized that culture may be the way to do it. Hundreds of stories where posted on the site and the published book arrived with 40,000 copies printed.

After three months, more than half of the development had already been sold.