To pay homage to one of Brazil’s most respected writers, the largest TV network in Brazil was launching a mini-series based on one of his books.Through the launch of the mini-series, we needed to build up TV Globo’s reputation with a new generation which was disconnected from the television.We created a website with Machado de Assis’ work, divided into one thousand excerpts. In the site, people could read and choose to record pieces in real time with their webcam. We therefore enabled a large scale collective reading, turning a book into a social network.JUDGES:Watch it in firefox