Mateusz Gruca
Copywriter at Walk
Warsaw, Poland
TitleThis book you cannot read at home
Brief"Invisible". This is what the homeless are to us. Homeless people were invited to contribute poems, articles and plays to a book. It was printed with an ink that only becomes visible in low temperatures. Hence readers were obliged to read it outside. Imagine reading about sleeping in the cold, while actually feeling the cold. The more interesting the text, the longer it takes to read. The colder you are, the more you empathize with the writer.
Agency
Campaign The Invisibles
Advertiser Fundacja Kapucynska
Brand Book to be read outdoors

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