# Protagonist Portrait Campaigns Mint Vinetu Bookstore Wants You to Become Someone Else By Meghan Young | Published 2011-04-17 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/become-someone-else References: [ibelieveinadv](http://www.ibelieveinadv.com/2011/04/20071/) & [loveagency.lt](http://www.loveagency.lt/) 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](https://www.trendhunter.com/trends/tilly-norwood)." The Become Someone Else campaign was art directed by Gediminas Saulis and copywritten by Tomas Ramanauskas. ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 47% | Activity: 56% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What Makes This Trend Stand Out - **Character Identification Campaigns:** Using advertising campaigns to encourage customers to identify with book characters, presenting opportunities for success in targeted marketing campaigns for the literature industry. - **Literature-based Escape:** Capitalizing on readers' love of escapism through literature and promoting individual imagination as a marketing tool for the literature industry and related businesses. - **Interactive Book Selections:** Designing interactive or personalized experiences for customers to choose their own book 'heroes', providing opportunities for more customized selection processes in the literature industry. ### Sectors Adopting This - **Bookstore Retail:** Using advertising campaigns to connect with readers and create more personalized experiences, leading to increased customer loyalty and sales in brick-and-mortar or online bookstores. - **Marketing and Advertising:** Developing strategies for brands to reach audiences with messages that connect with the desire for creative escapism and identity exploration, and integrating these messages into various marketing channels. - **Creative Arts:** Exploring the intersection between literature and other creative industries such as film or gaming to create transitional or immersive experiences that explore the role of escapism, identity creation, and personal growth. ## Related on Trend Hunter - [High-Concept Brand Campaigns](https://www.trendhunter.com/trends/legitimate-you.md) - [Iconic Character-Inspired Campaigns](https://www.trendhunter.com/trends/etsys-christmas-ad.md) - [Music-Inspired Audiobook Campaigns](https://www.trendhunter.com/trends/read-like-you-listen.md) - [Review-Based Marketing Campaigns](https://www.trendhunter.com/trends/amazon-campaign.md) - [Book-Inspired Public Benches](https://www.trendhunter.com/trends/sit-down-to-read.md) - [Imaginative Fantasy-Inspired Campaigns](https://www.trendhunter.com/trends/canva-spotlights.md) - [Literature-Inspired Packaging Designs](https://www.trendhunter.com/trends/good-to-read.md) - [Photosensitive Book Experiences](https://www.trendhunter.com/trends/the-outside-book.md) - [Music-Inspired Avatar Campaigns](https://www.trendhunter.com/trends/see-yourself-in-sound.md)