This campaign gives classic books a makeover with steamy romance-style covers

Brazilian publisher E-galaxia teamed up with agency Africa to boost book sales

Published On
Jun 06, 2019

Editor's Pick

A new campaign from Brazilian publisher E-galaxia aims to boost reading of classic books by giving them a whole new look, with covers akin to steamy romances.

According to E-galaxia and its agency, Africa, on average people in Brazil only read two books a year. However, there are some keen readers out there: the titles topping the Kindle chart there are erotic romances with suggestive covers that typically feature bare-chested, muscular men. Therefore, the campaign took classic titles, like Oscar Wilde's "The Picture of Dorian Gray," Herman Melville's "Moby Dick" and Jane Austen's "Pride and Prejudice" and gives them a similar look.

Having analyzed the data about covers that sell, the agency's redesigns include not only steamy artwork but suggestive pull quotes and editing of the font size in the titles to highlight particular words—you can guess what happened with "Moby Dick" and well, the "Gray" in the Wilde title was a gift, really, given the success of E.L. James's "Fifty Shades" series. The redesigned books also featured in an outdoor campaign. 

While you might say it's sexist to plaster male torsos all over the covers of classic e-books, the results are revealing: according to Africa, the campaign has seen the chosen collection of classic novels rocket up the Kindle chart—although whether people bought them by accident has not been revealed. 



Jun 06, 2019
Client :
Agency :
Chief Creative Officer :
Sergio Gordilho
Executive Creative Director :
Sophie Schonburg
Creative Director :
Bruno Valenca
Copywriter :
Daniel Ogawa
Art Director :
Rick Garcia
Art Director :
Ricardo Montes
Content Director :
Filipe Botton
Director of Institutional Relations :
Raphael Vandystadt
Special Projects Creative Director :
Monique Lima
Special Projects Manager :
Juliana Leite
Special Projects Manager :
Fernanda Segura
Special Projects Producer :
Julia Newman
Special Projects Producer :
Isabela Levy
Special Projects Producer :
Fernando Alonso
Client Services :
Fernando Alonso
Media :
Rodrigo Famelli
Planning :
Rafael Camilo
Planning :
Iago Santos
Agency Producer :
Rodrigo Ferrari
Editor :
Cadu Silveira
Editor :
Marssola Rodrigues
Motion :
Lucas Fuse
Motion :
Lucas Candido

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