Books double as metro tickets to promote reading in Brazil

Doubled as metro tickets that can be recharged

World Book Day
In a big city like São Paulo, where commute means a few hours in traffic or waiting at bus stations, reading in public transport is a common habit and, also one that should be encouraged. In order to promote reading, Brazil’s biggest pocket book publisher L&PM Editores decided to do something different to celebrate World Book Day.

L&PM worked with ViaQuatro Metro to distribute 1,500 free books to daily commuters – 300 of these books came with a little something extra: they double as metro tickets that can be recharged. The action, signed by Agência Africa, was named Ticket Books.

The book covers were created by Ana Novis and Ricardo Matos, inspired by subway maps from different parts of the world. The collection consists of 10 books for children and adults: Peanuts: Friendship. That’s What Friends Are For by Charles M. Schulz, Garfield: Sorry by Jim Davis, Hundred Love Sonnets by Pablo Neruda, The Great Gatsbyby F. Scott Fitzgerald, The Art of War by Sun Tzu, Sherlock Holmes: The Hound of Baskerville by Sir Arthur Conan Doyle, Hamlet by William Shakespeare, Murder Alley by Agatha Christie, Chives In Trouble! by Mauricio de Sousa, and Quintana Pocket by Mario Quintana. The popularity of this project has been such that they are now planning to take it to other cities throughout Brazil.


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