Given that Taschen is a high prestige international publisher, it was an obvious choice as Público’s partner in order to offer readers a collection of books on painting. The concept of this campaign was therefore 'Taschen. Público’s private collection' and each book was presented as a work of the artist, Taschen. The campaign features the books hanging in an art gallery - as if works of art in their own right. A wrapped 'Picasso' was sent to advertisers, which upon unwrapping revealed an empty canvas, containing the first book in the collection: Picasso, on its reverse side.

Results – Público sold more than 300,000 books in two and a half months. The collection was fully sold out and Público therefore decided to reprint it. A further 12 books have been launched by the newspaper with strong sales results.