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Hardcover Character Campaigns

These Book Bienial of Pernambuco Ads Promote a Literary Lifestyle

— December 11, 2011 — Marketing
"You are what you eat" is a well-known saying which asserts that what you put into your body affects your constitution. Along the same lines, these Book Bienial of Pernambuco ads state "You are what you read," suggesting that the literature you devour can can shape a person's mind.

The Coletivodedois advertising agency of Sao Paulo, Brazil, could have gone in a number of directions to promote this biannual international convention, yet it opted for an idea that's relevant to everyone at every age and a graphic strategy that's equally intelligible by all demographics. A pair of digitally enhanced illustrations in these Book Bienial of Pernambuco ads feature two men literally made out of novels. The images reference the tagline with the utmost clarity.
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