| 标题 | Portuguese (Re)constitution Board |
| Brief | Penguin Random House wanted a project capable of showing its knowledge and love for the Portuguese culture. Capable of generating engagement with Portuguese readers and awareness through earned media.Instead of making an advertising campaign, we decided to launch a book that addresses the most crucial moment in the country’s democracy.On the Carnation Revolution’s anniversary, Penguin Books offered blue pencils to contemporary artists. Inspired by the blackout poetry technique, they could re-invent the fascist constitution with poems using words selected from the historical document and illustrations covering the remaining ones. A symbol of repression turned into an art manifesto celebrating freedom. |
| 广告公司 | FCB Lisbon |
| 广告战役 | Portuguese (Re)constitution |
| 广告主 | Penguin Books |
| 品牌 | Penguin Books |
| 首次发布日期 | 2022 / 4 |
| 行业领域 | 报纸、杂志、书籍 |
| 剧情简介 | PORTUGUESE (RE)CONSTITUTION CONTEXT_ Penguin Random House is one of the most respected publishers in the world. However, despite having published influential Portuguese authors, Penguin is not yet seen as a brand connected with the local culture. The publisher wanted a project capable of showing its knowledge and love for the Portuguese culture. Capable of generating engagement with Portuguese readers and awareness through earned media. On the Carnation Revolution’s anniversary, Penguin Books offered blue pencils to contemporary artists. Inspired by the blackout poetry technique, they could re-invent the fascist constitution with poems using words selected from the historical document and illustrations covering the remaining ones. A symbol of repression turned into an art manifesto celebrating freedom. IMPACT_ - The book grabbed the media's attention, being showcased on prime TV, the country's biggest radio stations, newspapers, and podcasts. With zero euros invested, the Portuguese (Re)Constitution gave 1 million in earned media to the Penguin Random House brand. - It is now part of the permanent collection of the Aljube Museum, which is based in a former political prison. - The book was incorporated into the National Reading Plan of the Portuguese Government, being used at Portuguese schools to teach students the history of the revolution through art. - It was adopted as a mandatory reading bibliography in the second year of the degree in Portuguese Studies at the Dalarna University . - The first edition sold out within the first few months of release. The second arrived in bookstores in early December. |
| 结果 | - The book grabbed the media's attention, being showcased on prime TV, the country's biggest radio stations, newspapers, and podcasts. With zero euros invested, the Portuguese (Re)Constitution gave 1 million in earned media to the Penguin Random House brand. - It is now part of the permanent collection of the Aljube Museum, which is based in a former political prison. - The book was incorporated into the National Reading Plan of the Portuguese Government, being used at Portuguese schools to teach students the history of the revolution through art. - It was adopted as a mandatory reading bibliography in the second year of the degree in Portuguese Studies at the Dalarna University . - The first edition sold out within the first few months of release. The second arrived in bookstores in early December. |
| 媒体类别 | 案例研究 |
| 创意总监 | edson athayde |
| 文案 | Viton Araújo |
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