Portuguese Reconstitution
Entrant: FCB Lisbon
Country: Portugal
Section/Contest/Category: C. POSITIVE CHANGE / C01. POSITIVE CHANGE – COMMERCIAL / C01-05. DESIGN
Award: Silver
Advertiser/Brand: Penguin Random House
Year: 2022
Creative Team:
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
Creative idea:
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the blackout poetry technique, they could re-invent the fascist constitution with poems using words selected from the historical document and illustrations covering the remaining ones.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.