ADC Awards

The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.

2023 ADC Awards - Publication Design

Portuguese (Re)Constitution

Agency FCB Lisboa / Lisbon + Penguin Random House Portugal / Lisbon

Client Penguin Random House Portugal

Category

Books / Image-Driven

Annual ID

ADC102_PUB019S

About the Work

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.
On the Carnation Revolution’s 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the blackout poetry technique, they could re-invent the fascist constitution with poems using words selected from the historical document and illustrations covering the remaining ones.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.
The first edition sold out within the first few months of release. The second arrived in bookstores in early December.

2023 Awards

Total Points: 21

Credits

Agency

FCB Lisboa / Lisbon

Client / Brand

Penguin Random House Portugal / Lisbon

Art Director

Diego Tórgo

Copywriter

Viton Araújo

Chief Creative Officer

Edson Athayde

Director

Luciano Ottani

Photographer

Ivo Cordeiro

Sound Designer

Paulo Costa

Artists Agency

Norte / São Paulo

Book Editor

Euridice Gomes

Poet

Dj Huba 
Filipe Homem Fonseca
Gilson Barreto (Dela Mantra)
Gisela Casimiro 
João Silveira 
Jorgette Dumby
José Anjos
Li Alves
Lila Tiago 
Lucerna do Moco 
Luis Perdigão 
Maria Giulia Pinheiro 
Marina Ferraz 
Miguel Antunes
Nilson Muniz 
Nuno Piteira 
Paola D’Agostino 
Rita Capucho 
Rita Taborda Duarte 
Sergio Coutinho 
Viton Araújo

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