The entire text of Paulo Coelho's novel 'The Alchemist' in a single ad.
Brazilian author Paulo Coelho is an international bestseller. To celebrate a new record for his book, The Alchemist, we published the full book in a double page newspaper ad and on bus shelter panels in Sao Paulo, Brazil.
Copy: “The Alchemist. 7 years on the New York Times best sellers list. Thank you to the 70 million that read the book. If you’re not one of them, read this ad. – Paulo Coelho”
More about it on AdWeek
One Show 2016: 3 Bronze pencils (Print & Outdoor)
Cannes Lions 2016: Shortlist (Print)
El Ojo 2015: Silver (Print)
Agency: Loducca, Brazil
Client: Paulo Coelho
Creative Team: Gabriel Abrucio, Lucas Oliveira, Rafael Avila, Vitor Barbato
Creative Directors: Raphael Franzini, Cássio Moron, Fábio Saboya
CCO: Guga Ketzer
Executive Producer: Sid Fernandes
Media: Daniel Chalfon, Zezé Dias, Rodrigo Tamer
Published: September 14th, 2015