In Brazil, people don`t usually listen to audiobooks, even though they read books and listen to music on the streets on a daily basis.

Our key goal is to introduce the habit of listening to audiobooks to our target.

We created a poster that brings idea and experience at once. At first sight, a musical score. But at a closer look, an entire book.

The NFC technology delivers the experience: we installed a device on the back of the poster, so that when people approached their smartphones, they could download an entire chapter of the book to listen to. Then, book readers were turned into book listeners.

All the care we put into the typography, design and technology was fruitful: where installed, people were curious and interacted with the posters, showing spontaneous reactions. People would pass by them and stop to read the lines.

The interest for audiobooks was aroused and a new habit was introduced to people. In other words, book readers, in that moment, were turned into book listeners.