The One Show

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2023 One Show - Print & Promotional

Portuguese (Re)Constitution

Agency FCB Lisboa / Lisbon + Penguin Random House Portugal

Client Penguin Random House Portugal

Category

Booklets / Books / Brochures

Annual ID

OS23_PT005G

About the Work

CONTEXT_ 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the blackout poetry technique, they could re-invent the fascist constitution with poems using words selected from the historical document and illustrations covering the remaining ones.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. IMPACT_ - 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. - It is now part of the permanent collection of the Aljube Museum, which is based in a former political prison. - The book was incorporated into the National Reading Plan of the Portuguese Government, being used at Portuguese schools to teach students the history of the revolution through art. - It was adopted as a mandatory reading bibliography in the second year of the degree in Portuguese Studies at the Dalarna University . - The first edition sold out within the first few months of release. The second arrived in bookstores in early December.

2023 Awards

Total Points: 45

Credits

Agency

FCB Lisboa / Lisbon

Client / Brand

Penguin Random House Portugal

Art Director

Diego Tórgo

Copywriter

Viton Araújo

Chief Creative Officer

Edson Athayde

Director

Luciano Ottani

Photographer

Ivo Cordeiro

Sound Designer

Paulo Costa

Poet

Filipe Homem da Fonseca
Gilson Barreto (Dela Mantra)
DJ Huba
Gisela Casimiro
João Silveira
Jorgette Dumby
José Anjos
Li Alves
Lila Tiago
Lucerna de Moco
Luís 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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