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Industry Books
Media Print, Magazine & Newspaper
Market Mexico
Agency Ogilvy & Mather Mexico
Copywriter Michael Sánchez, César Said Pérez Rubio, Gonzalo Fragoso, Osiel Díaz
Creative Director Abraham Quintana Garay, Carlos Holcombe
Released February 2010

Credits & Description

Category: Best Copywriting
Advertiser: GANDHI BOOKSTORES
Product/Service: BOOKSTORES
Agency: OGILVY MEXICO
Date of First Appearance: Feb 26 2010 12:00AM
Entrant Company: OGILVY MEXICO, MEXICO
Entry URL: http://200.52.76.195/gandhitweetlibroscopy/en/index.html
Vice President & Creative Services Director: José Montalvo (Ogilvy México)
General Creative Director: Miguel Angel Ruíz (Ogilvy México)
Creative Director: Abraham Quintana Garay (Ogilvy México)
Creative Director: Carlos Holcombe (Ogilvy México)
Copywriter: Michael Sánchez (Ogilvy México)
Copywriter: Said Pérez (Ogilvy México)
Copywriter: Gonzalo Fragoso (Ogilvy México)
Copywriter: Osiel Díaz (Ogilvy México)

English Synopsis
Gandhi Bookstores took advantage of social networks to create Tweetbooks: Read a complete book following its characters through your Twitter timeline. The first book: The Little Prince, by Antoine de Saint–Exupéry. A Twitter account were created for each of the 13 characters. Each character tweeted adapted lines from the original script, satisfying Twitter´s needs, such as 140 character sentences, use of emoticons, and dialogue replies. A total of 554 tweets were written. That's how, day by day and tweet by tweet, the full story was narrated. To enrich the experience, Twitter also tools were used, such as Twitpic and Formspring.

The Print Ad titled TWEETBOOKS was done by Ogilvy & Mather Mexico advertising agency for Gandhi Bookstores in Mexico. It was released in Feb 2010.