The 'Universidade Falada – Audiobooks' is the largest web portal of audio books in Brazil. Still, its product was poorly known by the general public. The briefing asked for the development of a project that would make it clear to potential customers, what kind of product was offered and position the company as a reference on the subject.

The design was inspired by the main feature that differentiates an audio book from a conventional book: sound. We assembled 8 posters, by hand. In each one of them, above the picture of one of the greatest writers in the world (William Shakespeare), we placed a real grid of a mini system speaker, giving the impression that the author was behind it. Thus, besides making the product purpose clear, we celebrated the cultural and commercial positioning of the brand.

After a short period displayed in shopping malls, universities and schools, the number of people who have come to understand what the product was about associating it with the brand increased. The proof is that the number of unique daily hits on the ‘Universidade Falada – Audio books’ website increased by 83%.