Penguin - Lose Yourself To The Story
What a fun campaign for Penguin books by Y&R Sao Paulo. This takes the insight that you can 'lose yourself to the story' when reading a good book and brings it to life in such a smart way. Because everyone sees it in their head slightly differently, the agency shot people on green screens (which we know allows people to edit in new backgrounds and or bodies onto images), to physically show the insight.
On top of this smart art direction decision, they've also included some very smart design - great typography and borders that bring to mind old book covers. The idea is that in your mind, you get to create the perfect book cover, just by reading the book.
Smart, fun and engaging - something all print advertising should strive to be!