Read a Book.
I'm totally smitten by this campaign for reading!! Fantastically (in the literal sense of the word!) genius!!
Here's their point:
"When one reads books, he/she starts living it and identifies (or not) with main hero. These print ads for the Mint Vinetu bookstore, which sells lots of classics, focuses on the idea of becoming someone else. And provokes people to try on different personas."
P.S. I just started the novel Extremely Loud and Incredibly Close by Jonathan Safran Foer (Everything is Illuminated - if you haven't seen that film - do so this weekend!!), and I'm totally stoked to get good and into it!! Don't you just love being involved with a novel??