The press campaign for Più libri più liberi 2016 was inspired by the idea that each book contains endless stories, and each story is nourished by the magical connection between the book and its reader.
For the third year in a row, the Italian Publishers Association (AIE, Associazione Italiana Editori) hired us for the campaign for the National Trade Show of Small and Medium Publishers that took place from December 7th to December 11th 2016 in Rome, Italy. The interpretation of the claim “Sono tutte Storie” (They’re all stories) was assigned to a great illustrator, who has a long-standing experience in bringing to life the stories published in Italy: Guido Scarabottolo.
Starting from the assumption that “each book contains all books”, Guido Scarabottolo designed an open illustration system with 10 mysterious characters, 30 books, a cat and a dog, which are combined in different ways based on the context. Images are designed to give room to the free interpretation of the relationship between a book and the reader: each reader is different, and the same happens for the relationship between a book and the reader. The reader interprets the book and the book influences the reader.
This is the idea that inspired the campaign for PLPL2016, with a system of drawings that are open to several interpretations, representing the variety of the publishing landscape and the extent of literary offer in Italy. Because, in the end, they’re all stories.