The Become Someone Else ad campaign for the Mint Vinetu bookstore is perfect for many reasons. Not only does it have a clear literary message, it also captures one of the main reasons that people love to read: Reading is often viewed as an escape into a world full of imagination. It is also a chance to, as the campaign slogan so aptly puts it, become someone else.
Conceived by Lithuania-based Love Agency, the Become Someone Else ad campaign depicts how people often begin to identify with the characters within the novels they read and how readers have an active role in choosing what kind of life they want to lead by "picking [their] hero at Mint Ventu."
The Become Someone Else campaign was art directed by Gediminas Saulis and copywritten by Tomas Ramanauskas.