Poetry was not the most successful section in the Edition Points literature range. It was also the least supported by advertising. Our assignment was to re-launch Points publishing house’s poetry collection, find a way to attract and earn the attention of new readers as well as specialized media.

The idea: the “music of poetry”, music created from the melody generated by a person’s voice reciting poetry.

We created a stage in the middle of Velizy’s giant megastore in Paris. People were invited to choose a poem from several available. As professional actors began to read the selected passages, musicians started to play LIVE, following the rhythm of their voice as precisely as possible to create a music track based on the poetry reading. One track was created for each of the 40 readings.

The idea: the “music of poetry”, music created from the melody generated by a voice reciting poetry.

We created a stage in the middle of Velizy’s giant megastore in Paris. People were invited to choose a poem from several available. As professional actors began to read the selected passages, musicians started to play LIVE, following the rhythm of their voice as precisely as possible to create a music track based on the poetry reading. One track was created for each of the 40 readings.

Over 350 LIVE performances took place during the event (1 minute average length).

Over 3000 people attended the one day event.

7.5% increase in sales the following week of the live event.

Every music track played LIVE was later broadcast to raise awareness.

The music tracks created during the event to be regrouped to form a new

kind of audio book available in the brand's different points of sales.