Identifying with characters in literature is the theme of “Become Someone Else,” an clever advertising campaign by Lithuanian advertising firm Love Agency. It was created for Mint Vinetu, a used bookstore in Vilinus that caters in classic books.
It would have looked better if there was a more realistic perspective so it appears like they’re actually reading a book, not just sticking their face in one.
The approach, execution and copy are great, but would you pick up a book up because you want to be someone else?
A comment on adsoftheworld.com:
I imagine the ads are attempting to attract people who already read, to that specific book store I read everyday but I don’t read fiction so the ads don’t strike me. However, my wife is an avid fiction reader and I know that, when she’s involved in a book, she identifies heavily with the main character—this is what good writing does and Mint Vinetu specializes in Classic Literature (very good writing). So I think this series is spot on, it speaks to people who will understand the sentiment and associate that feeling with Mint Vinetu.