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

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TommyO's picture
1866 pencils

Interesting. I wonder if people actually followed the chapters to the end.

bj-71's picture
117 pencils

I think it would be powerful if the stories are actually realted to the resident.

Ron Burgundy's picture
Ron Burgundy
1636 pencils

developers don't invest because they believe in the local people, they develop because of return....i feel this is very cool as a community project, and I really enjoy the spirit of it, but seems like your hunting big game with Nerf darts

wordsmith86's picture
3 pencils

Nice. Liked the idea because of its sheer magnitude!

Prof's picture
1453 pencils

Looks like the copywriter didnt feel like writing ;)

Quite really.

sirvan's picture
29870 pencils

Seems really annoying.


"I love some things, and don't love some other things."

Sarah Riso's picture
Sarah Riso
10 pencils

I really liked.

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