The objective was to raise awareness of Éditions Points, a publisher of pocket size books on the French market, and to drive as many new customers as possible to their stand at Salon du Livre, a massive book fair that takes place in Paris and welcomes over 200,000 people every year. A 10% increase of sales was expected during the fair week (vs previous year). In order to surprise visitors and attract them to the stand, we had a team of former pickpockets slip books from the Points catalogue into their pockets. As people found the books in their pockets, they could read on the cover: 'Discover the greatest writers in your pocket', with information and special offers leading them the stand.

Role: Creative, Art Director, Copywriter