Further encouraging people from São Paulo to read – who usually do their reading on public transport – L&PM created a campaign that combines custom with utility: a book that gives access to trains and the subway. Best sellers with special covers, equipped with an embedded RFID ticket, which could be recharged online and passed on to a friend, were selected for the action. To use it, all you had to do was place the book on the turnstile sensor. 

The project won 4 categories, including 2 silver and 1 bronze in Cannes Lions.