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The Madrid Book Publisher Association ad campaign blends different fictional worlds in devastating ways to drive home an important message. With the increase in accessibility when it comes to television shows, video games and, of course, mobile games, books are dying by the dozen. With that comes the death of beloved characters including Don Quixote, Moby Dick and The Little Prince.

Conceived and executed by the Grey ad agency branch based in Spain, the Madrid Book Publisher Association ad campaign might paint a sad picture, but thanks to the strong artistry and pop culture references, people might listen and make a change. It was art directed by Fernando Riveros, Alejandro De Antonio and Jose Carlos Gomez with illustrations by Ricardo Salamanca.