The Abril Educacao Ad Campaign Encourages People to Keep Reading

By: Meghan Young - Published: Apr 3, 2014 • References: & adeevee
For some people, the ending of famous (and not so famous) stories escape them, or simply are re-written in their heads, for a reason that is addressed in the Abril Educacao ad campaign: They stop reading. Since the story ends when they do just that, characters such as Cinderella, Gepetto and Arthur never get their happy endings. Abril Educacao wants to change that.

Conceived and executed by Artplan, an ad agency based in São Paulo, Brazil, the Abril Educacao ad campaign depicts exactly where such fairy tales abruptly end through a series of gorgeous illustrations created by Mutato Studio. Art directed by Diogo Barbosa with creative direction by Rodrigo Moraes and Roberto Vilhena, the message Abril Educacao is trying to get across is simple: Keep reading. Stats for Abruptly Ended Fairy Tales Trending: Older & Buzzing
Research: 4,174 clicks in 112 w
Interest: 1.1 minutes
Concept: Abril Educacao
Related: 65 examples / 50 photos
Segment: Neutral, 4-35
Comparison Set: 24 similar articles, including: deadly prankster commercials, belly ice cream ads, and fashion editorial-like travel ads.