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The Floriano Bookstore campaign is an interesting mix of simplicity and complexity. At first glance, people will see nothing more than a vibrant two-toned poster with a playful starburst in the middle. Reminiscent of childhood badges and comic book speech bubbles, these starbursts are immediately eye-catching. Once people's attention are grabbed, they will note the wordy paragraph within. Thanks to copy writers Dan Zecchinelli and Hellen Mundin, these passages are equally engaging, especially to those the Floriano Bookstore campaign target.

Conceived and executed by Filadélfia, an ad agency based in Belo Horizonte, Brazil, the Floriano Bookstore campaign was art directed by Márcio Doti with creative direction by Zecchinelli. It shows that more than a handful of words can still be used so long as they are presented in a fun easy-to-read fashion.