Books Double as Subway Tickets to Get Brazilians Reading

Agency Africa Publishes Novels With Built-In RFID

Published On
Jun 05, 2015

Editor's Pick

To celebrate World Book Day and promote reading, Brazilian pocket book publisher L&PM created a collection of mini books that doubled as free subway tickets.

The "Ticket Books," devised by agency Africa, were printed with a built-in RFID card that made them readable by subway turnstile scanners. Africa partnered with the company that manages Sao Paulo's subways, Via Quatro, on the campaign so that subway stations operated as distribution points, allowing people to pick up their books at the turnstiles. Each copy came charged with 10 free trips.

Commuters could choose from 10 different options, from cartoons to romance or poems, and the books could also be recharged online to pass to a friend. 10,000 books were distributed and the scheme proved so popular that LP&M is now expanding it to other cities in Brazil.


Jun 05, 2015
Agency :
Brand :
Client :
Chief Creative Officer :
Sergio Gordilho
Executive Creative Director :
Alvaro Rodrigues
Creative Director :
Diogo Mello
Creatives :
Ana Novis
Creatives :
Otto Pajunk
Creatives :
Ricardo Matos
Project Manager :
Monique Lima
Production :
Marcela Nisental
Print Production :
Forma Certa
Technology :
Production Company :
Trator Filmes
Director :
Will Mazzola
Client Approval :
Ivan Pinheiro Machado
Project Creative Director :
Evandro Soares
Web Developer :
Sound Design :
Lucha Libre

Need a credit fix? Contact the Creativity Editors

Project Type