Portuguese Reconstitution

Agency: FCB Lisbon Creative Director:  Edson Athayde  Senior Art Director:  Diego Torgo  Senior Copywriter:  Viton Araujo  Poets:  Filipe Homem Fonseca Gilson Barreto (Dela Mantra) Gisela Casimiro  DJ Huba  Joao Silveira  Jorgette Dumby Jose Anjos  Li Alves  Lila Tiago  Lucerna do Moco  Luis Perdigao  Maria Giulia Pinheiro  Marina Ferraz  Miguel Antunes Nilson Muniz  Nuno Piteira  Paola D’Agostino  Rita Capucho  Rita Taborda Duarte  Sergio Coutinho  Illustrators:  Eduardo Tavares  Bernardo Abreu  Filipa Pinto  Ana Moreira  Caró Lago  Fabian Gloeden  Jorge Barrote  Marcelo Dalbosco  Maikon Nery  Marmota Vs Milky Antonio Jorge Goncalves Editor: Euridice Gomes - Penguin Random House  Film Director: Luciano Ottani - Mola/Show Off  Sound Designer: Paulo Costa - O Menino Grava  Photographer: Ivo Cordeiro

Penguin Random House is one of the most respected publishers in the world. However, despite having published influential Portuguese authors, Penguin is not yet seen as a brand connected with the local culture. The publisher wanted a project capable of showing its knowledge and love for the Portuguese culture. Capable of generating engagement with Portuguese readers and awareness through earned media. Instead of making an advertising campaign to communicate with the Portuguese, we decided to launch a book that addresses the most crucial moment in the country’s democracy. A unique project with the potential of generating awareness and earned it media. Spoiler alert: it did. On the Carnation Revolution’s 50º anniversary, Penguin Books offered blue pencils to contemporary artists. Inspired by the blackout poetry technique, they could re-invent the fascist constitution with poems using words selected from the historical document and illustrations covering the remaining ones. A symbol of repression turned into an art manifesto celebrating freedom. The book grabbed the media's attention, being showcased on prime TV, the country's biggest radio stations, newspapers, and podcasts. With zero euros invested, the Portuguese (Re)Constitution gave 1 million in earned media to the Penguin Random House brand. The book is now part of the permanent collection of the Aljube Museum, which is based in a former political prison. And It's being used at Portuguese schools to teach students the history of the revolution through art.