Editora Carambaia: Livros Mortos, 1

Credits & Description:

Agency: Artplan
Client: Editora Carambaia
Campaign: “Livros Mortos”
Additional: Dom Casmurro
Creative Directors: Marcelo Fedrizzi and Zico Farina
Criative executives: Bruno Salgueiro and Marcos Abrucio
Art Buyer: Vivian Tomaz
Production: Bruno Werner and Leandro Bassi
Account Director: Eduardo Megale
Mockups: Bruno Salgueiro and Marcelo Fedrizzi
Photographer: Lúcio Cunha
released: May 2017
Synopsis:
“Dead books” in Artplan creation for Carambaia Publishing House in Brazil.
Artplan, a Brazilian advertising agency, signs a print media campaign for the local publishing house Carambaia, specialized in luxurious, well-finished editions of classic books by renowened authors as Herman Melville, Marcel Proust, Nathanael West, Andreas Latzko and Machado de Assis.
The magazine ads and posters present the stories of how some books "died": destroyed by termites, torn apart by a dog, burned in a fire and drowned in a pool.
The narratives are told in the first person by the books themselves, remembering their misadventures. They hope to "come back [to life] as something better" -- meaning a Carambaia new edition of them.
The pieces bring images of the destroyed books illustrating the texts. And their "return," in their “definitive edition”, appear at the end, along with the slogan: "A reader's publishing house".