We gave people the opportunity to express their thoughts and feelings with a unique language, made with real laFeltrinelli book titles. For Christmas 2017 we presented books as the perfect gift, a unique way to communicate new and unexpected messages.

laFeltrinelli invited its customers and fans to “Say it with books”, with a dedicated language. The brand started to use its book titles, stacking one over the other, to create new messages: wishes, thoughts, feelings. With this language we created our campaign: a 4 minute film directed by Paolo Genovese about a declaration of love made with books, a launch event with the Italian Minister of Culture and Tourism, out of home displays and dedicated posts on Facebook, Instagram, YouTube, Twitter. On social networks people spontaneously began to share their messages made with books. In bookstores customers could find ready-to-buy messages composed with multiple books by the booksellers.

3,000,000 people viewed our short film.

6,600,000 people viewed and shared messages made with books.

Our short film generated 14,000,000 impressions.

Our biggest achievement is that, thanks to this campaign, people who used to buy only 1 book, began to purchase 2 or 3 more.

Stores recorded +10% in sales.