MEDIABOOKS needed to boost sales and to achieve that, they needed to target young people.So the brief was that, encourage young people to read more.

We realized that young people read a lot more than they think.They are logged 24 hours to social media, reading other friends' status, tweets, posts, comments...So, we did simple posters that looked like photocopied books, the only ones that young people read in university (because they are forced to).Instead of a novel, we put real text that people read when they log into Facebook or Twitter.

Real –and useless- reading we all do everyday, that helped Mediabooks become relevant for the Portuguese consumers.

The campaign -and specially the thought behind it- was really successful among young people and we already launched a bigger platform in Facebook called Facebook Books. A series of online books that you can only read like a Facebook profiles.