Rossi: Open Air Book
We needed to launch a development in an old industrial area, the 4th District in Porto Alegre. An important neighborhood in the past, but today it´s abandoned and degraded by time. How to attract people to know a real estate development in an area such as this? We promoted rediscovering the neighborhood in an interactive and different way, starting a new history for the place. We published the first open air book. The Gaucho writer Carpinejar Fabricio wrote 4 life stories that have the backdrop of the neighborhood's 4th District. The first page for each story began in the outskirts of the neighborhood. Then, one page led to another, making way for important points in the 4th District until finishing at one common ending fixed in the Development. The location where each page was placed, worked as the backdrop for the storyline.
Advertising Agency: Leo Burnett, São Paulo, Brazil
Creative Director: Ruy Lindenberg
Art Directors: Andre Kirkelis, Alexandre Pagano, Vinicius o Valeiro
Copywriter: Tomás Correa
Published: September 2010