This campaign basically describes the reason why I love reading so much. It is not the fact that you identify yourself with the main character, because that doesn’t always happen, it is the way you get out of your own mind and start living through someone else’s eyes. While you read, you discover new worlds, new ways of living and new ways to see the world. You may not agree with the characters, but you get to understand the root of their behavior and the reason to why they do what they do or think what they think. The concept for this campaign is simple and genius, and the execution is done perfectly. It was made by a Lithuanian Agency called Love for Mint Vinetu, a bookstore for used books. This are the campaigns that made me decide to design for advertising, mixing the creative side with the business side effectively.
Mint Vinetu is actually a very special place. It is a little bookstore with a cafeteria, that sells used books and they can also find you books that you are looking for. It seems like the perfect place to curl up with a book and hot chocolate, or to hang out with your book club.