We created a social network with 1000 parts of one the most important Brazilian’s novel so that users could read them and put the book back together collectively.
TV Globo was struggling to keep touch with new generation of people who was much more connected to internet than to TV. They were launching a mini-series in tribute to the death’s centenary of one the most respected Brazilian writers, Machado de Assis. They needed something new. So we created the first collective reading project ever.
A website containing Machado de Assis book divided in 1000 pieces, where we challenged Brazilian audience to read it collectively. People could read, record, share and be part of a movement that supported reading the most important book of Brazilian literature.
It didn't need any kind of paid media. We started the readings with well-known personalities and opinion leaders in Brazil. It instantly started a buzz and more people wanted to take part.
Literatures became a positive topic of discussion all over the internet. Almost 106 million people were exposed to press notes related to the Tv show and 33 millions of brazilians watched it. And TV Globo was recognized as having set a new quality standard in Brazil.
We brought home the PR Gold at Cannes Lions and at El Ojo, Ibero - the leading advertising and communications festival at the Ibero-American industry.