In Brazil, people don`t usually listen to audiobooks, even though they read books and listen to music on the streets on a daily basis.

Our key goal is to introduce the habit of listening to audiobooks to our target.

To introduce the habit of listening to audiobooks to our target.

We created a poster that brings idea and experience at once. At first sight, a musical score. At a closer look, an entire book. The lines of the musical score were replaced by the lines of the book, word by word.

We carefully chose the ideal typography to put the whole content of the book in a single poster. We evaluated kerning, tracking and size of the lowercase letters so that the reading experience would not be compromised.

The NFC technology delivers the experience. When people approached their smartphones, they could download a chapter of the book to listen to.

All the caring we put into the typography, design and technology was fruitful: where installed, people were curious and interacted with the posters, showing spontaneous reactions. People would pass by them and stop to read the lines.

The interest for audiobooks was aroused and a new habit was introduced to people. In other words, book readers, in that moment, were turned into book listeners.