Livraria Cultura DM READING FEEDS PROJECT by Leo Burnett Tailor Made Sao Paulo

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Industry Book store
Media Direct marketing
Market Brazil
Agency Leo Burnett Tailor Made Sao Paulo
Executive Creative Director Guilherme Jahara
Creative Director Rodrigo Jatene
Copywriter Julio Cesar D'alfonso
Released February 2013


One Show 2014
Design Design for the Greater Good / Government/Non-profit Initiated Merit Pencil

Credits & Description

Category: Retail & E-Commerce, including Restaurants
Advertising campaign: READING FEEDS PROJECT
Client´s Approval: Alexandre Xavier (Livraria Da Vila/Cesta Nobre)
Agency Producer: Camila Aquino (Leo Burnett Tailor Made)
Agency Producer: Celso Groba (Leo Burnett Tailor Made)
Event Producer: Dani Marquesani (Leo Burnett Tailor Made)
Chief Creative Officer: Marcelo Reis (Leo Burnett Tailor Made)
Art Directors: Marcelo Rizerio (Leo Burnett Tailor Made)
Locutor: Fabio Goes
Executive Creative Director: Guilherme Jahara (Leo Burnett Tailor Made)
Production Company: Heber G.conde (Vagalume Studio)
Account: Pablo Arteaga (Leo Burnett Tailor Made)
Client´s Approval: Renato Xavier (Livraria Da Vila/Cesta Nobre)
Copywriter: Julio D'alfonso (Leo Burnett Tailor Made)
Agency Producer: Stella Viola (Leo Burnett Tailor Made)
Agency Producer: Maria Fernanda Moura (Leo Burnett Tailor Made)
Photography: Yohann De Geb
Account: Mirelly Rosa (Leo Burnett Tailor Made)
Client´s Approval: Rafael Seibel (Livraria Da Vila/Cesta Nobre)
Creative Director: Rodrigo Jatene (Leo Burnett Tailor Made)
Planner: Marcello Magalhães (Leo Burnett Tailor Made)
Art Directors: Murilo Melo (Leo Burnett Tailor Made)
Media: Fernando Sales (Leo Burnett Tailor Made)
Client´s Approval: Luciana Xavier (Livraria Da Vila/Cesta Nobre)
Agency Producer: Rafael Messias (Leo Burnett Tailor Made)
Event Producer: Toninho Ciampolini (Leo Burnett Tailor Made)

Client Brief Or Objective
In Brazil, reading is not common because people have restricted access to books. The average Brazilian only reads 2.1 books per year. We tried to change this situation through the Reading Feeds Project, which aims to make reading accessible to everyone, regardless of class, in Brazil. We asked people to donate their books, which will be included in food baskets along with basic food supplies, distributed by Brazilian companies to all employees on low incomes. The basic food basket is a benefit granted by law and therefore reaches the whole of Brazil.

The project is the result of a partnership between two companies. The chain Livraria da Vila was in charge of promoting the initiative and collecting the donated books in its bookstores. CestaNobre, which makes basic food baskets for several companies, included the donated books in the baskets distributed to its clients' employees.People could also contribute by sending books by mail or by buying an e-book where the amount paid went directly to buying books for donation. We created an integrated campaign to encourage donations and to offer support, and a launch event to involve writers, publishers and the press.

We managed to avoid bureaucratic issues involved in creating a new bill and we succeeded, by using the Basic Food Baskets as a distribution channel, to bring literature to families with limited access to books. At the same time as there are people in Brazil with nothing to read, there are books left forgotten in thousands of people’s houses. By equating the importance of a book to food essential to our survival, the Reading Feeds Project prompted a debate on the issue of access to reading in Brazil, and it has motivated people to promote and collaborate with the initiative.

With an investment of only US$10,000, we generated almost US$3,000,000 in free media. The ideagot a 100% positive response in social networks and over 7,000 fans. People reached by the press, by the publicity campaign or because of friends were engaged in donating, promoting the initiative and even asking that collection points were installed in other cities – which we will do in a near future. In 2 months, 20,000 books were collected, reaching families with low incomes throughout Brazil. By popular demand, we created a petition to send to the Government to try to turn the idea into law.