ADC Awards
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Learn more about ADC105
Two Faces
Agency BBDO / Mexico City + MCHT Music / Buenos Aires + Rebolucion / Mexico City + Salvación Studio / Bogota
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Category
Posters / Traditional - Series
Annual ID
ADC104_BCD058M
Background
It's no secret that in Mexico and Latin America one of the most difficult products to sell are books. The reading population is gradually decreasing in Mexico, only in the last twelve months, the literate population that is assumed to read books, magazines, newspapers, comics or websites fell from 71.8% of the population to 68.5% in 2023. (Source: The Economist Mx)
Also, it's very difficult to shine in an established, male dominant and competitive market as an independent mexican writer launching her first novel.
Alexia Ortiz is a mexican independent writer who was about to launch her first novel, so she came to the agency with the task to design the cover of the book. In her words: "I wrote a novel that portrays the duality of mental/emotional disorders. I want to have a launch campaign that shows this duality in a powerful way so that people will want to read this story and buy it on amazon."
This was an objective we hadn't faced before, an independent writer as a client.
Also, it's very difficult to shine in an established, male dominant and competitive market as an independent mexican writer launching her first novel.
Alexia Ortiz is a mexican independent writer who was about to launch her first novel, so she came to the agency with the task to design the cover of the book. In her words: "I wrote a novel that portrays the duality of mental/emotional disorders. I want to have a launch campaign that shows this duality in a powerful way so that people will want to read this story and buy it on amazon."
This was an objective we hadn't faced before, an independent writer as a client.
Creative Idea
Some disorders aren't visible, but they eventually take their toll. So, for the launch of a novel that addresses these disorders, we depict it beyond its pages.
We illustrated the main characters of the book based on the author's description. Then, in collaboration with an artist, we created embroidered paintings based on these illustrations.
Why? Because this technique perfectly represents a mental disorder, for while the front side of the work appears flawless, its back side is chaotic. These embroidered paintings became the launch campaign of the novel.
We illustrated the main characters of the book based on the author's description. Then, in collaboration with an artist, we created embroidered paintings based on these illustrations.
Why? Because this technique perfectly represents a mental disorder, for while the front side of the work appears flawless, its back side is chaotic. These embroidered paintings became the launch campaign of the novel.
Insights & Strategy
"The Two Faces" began as a cover design idea to communicate what Alexia's Ortiz, a mexican independent writer first novel, was about: mental disorders. But, the insight behind the craft was so strong that also became the campaign of the book that took over the streets and libraries in Mexico. Embroidered painting is a technique with a lot of work, dedication and craftsmanship behind it, especially when it comes to replicating a human face, and also it's a perfect metaphor of what a mental disorder feels, because while the front of the artwork looks flawless, its back is chaotic.
Execution
First, with the help of Midjourney, we brought the novel's three main characters to life based on the author's descriptions. Then, we brought in Colombian artist Juanamatú (a specialist in embroidered paintings) who created the artwork on three canvases. These were then transported to Mexico City to be displayed in a gallery for a week to coincide with the book's launch.
Results
Despite being a low-budget campaign but with a high level of creativity and innovation, we managed to sell 100% of the books 6 times faster than what was established (estimated sales figure in 6 months according to the sales standard of Gandhi Bookstores and El Péndulo cafeteria for an independent book).
10,000 books sold, a big achievement for an independent mexican writer.
10,000 books sold, a big achievement for an independent mexican writer.
2025 Awards
Total Points: 3
Merit Honor
Credits
Agency
BBDO / Mexico City
Production Company
Rebolucion / Mexico City
Salvación Studio / Bogotá
Music / Sound Production Company
MCHT Music / Buenos Aires
Chief Creative Officer
Benjamin Pedrero
Chief Digital Officer
Juanita Holguin
Copywriter
Mariana Moreno
Creative Director
Andres Rivera
Carolina Avendaño
Editor
Andrés Muñoz
Executive Producer
Maximiliano Ibarra
Chief Executive Officer
Camilo Plazas
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