We’ve created a new collection of pocket books designed to promote reading by transforming each person’s subway travel time into time for reading. We’ve distributed these books inside the subways. Every person could choose their own book, out of 10 different options, from cartoons to poems. We had a good book for every kind of person, and a good story for every journey. Ticket Books had the objective to be the tickets people needed to get into the subways. And to the world of reading too. So, we’ve distributed the books inside the subway stations, right before the turnstiles, so that people could start using their ticket books right away. To enter the subway, and to begin reading their chosen story during their journey.

In partnership with Via Quatro, company that manages São Paulo’s Subways, we used subway stations as our point of distribution, right before the turnstiles, so that people could immediately start using their Ticket Books. We also used the stations’ walls to promote our campaign with posters that invited people to look for the Ticket Books. To complete the integrated effort, we had a website displaying the whole collection, talking about the project and allowing people to share the idea online and also recharge their books with a single click.

10.000 Books were distributed. 100.000 trips were transformed into time for reading. More than 2.300 books were recharged on our website. Because of their unique cover designs, and for being limited editions, the books became a must-have for collectors, being traded by people on the Brazilian equivalent to eBay. L&PM, in partnership with Sao Paulo's Subway Company, is planning to expand the project to different cities launching new volumes of the Ticket Books collection.