Further encouraging people from São Paulo to read – who usually do their reading on public transport – L&PM created a campaign that combines custom with utility: a book that gives access to trains and the subway. Best sellers with special covers, equipped with an embedded RFID ticket, which could be recharged online and passed on to a friend, were selected for the action. To use it, all you had to do was place the book on the turnstile sensor.
The project won 4 categories, including 2 silver and 1 bronze in Cannes Lions.
Project: Ticket Books
Cannes Lions 2015
Silver Cannes Lions (Media– Use Of Media – Use Of Ambient Media: Small Scale)
Silver Cannes Lions (Outdoor – Ambient Small Scale – Special Solutions)
Bronze Cannes Lions (Design – Visual Language & Graphics – Promotional Item Design)
Shortlist Cannes Lions