How to launch a campaign that encourages reading to children and also distributes books for free?

Talking to their parents and relatives in an enchanting 3 minute TV spot where we discover that the real hero of every story is the one who's reading it to a child.

For the first time in Brazilian television, the story of the ad interacted with the story of the soap opera.

It began in a special scene of the episode, continued through the ad in a 3 minute exclusive break and returned in the next scene.

It all happened during the most popular soap opera of the leading tv network in Brazil.

For the first time audience ratings did not fall during the commercial break.

More than 3,7 million views on YouTube after its premiere on television.

More than 4 million children's books were distributed.