“Hay un lugar que siempre te espera”

 CASA DEL LIBRO

From brand to community through storytelling



 CHALLENGE
Transform Casa del Libro from a transactional bookstore into a culturally relevant brand capable of creating emotional connection and belonging across every touchpoint.


INSIGHT
Christmas intensifies a universal emotional tension: loneliness.
While the season is culturally associated with togetherness and family, many people experience disconnection and absence during this time of year.


CREATIVE STRATEGY

 Position Casa del Libro as more than a bookstore: a cultural community where reading becomes a source of connection, companionship and emotional belonging.

The objective was to translate this sense of community consistently across physical and digital environments, creating a more human and emotionally driven brand experience.


IDEA
“There is a place that always awaits you” reframed Casa del Libro as a cultural agent capable of improving people’s lives through reading.

To embody this idea, we created Truman, a lonely monster searching for connection during Christmas. Through the warmth of Casa del Libro’s reading community, Truman gradually transforms from outsider to bookseller, reinforcing the idea of the bookstore as a place of belonging.

The narrative expanded beyond film into an interconnected experience across multiple touchpoints. Truman became a virtual book recommender through WhatsApp, offering personalised conversations inspired by the experience of speaking with an expert bookseller.

The character also appeared in-store through signings, community events and live experiences, bridging physical and digital interaction under a unified emotional narrative.

By combining storytelling, technology and community, the project transformed book discovery into a more human and culturally connected experience. 




PART I







PRINT AD

MAKING OF


Filmmakers: AdiosAdios - Creative Direction and Brand Strategy: Natalia Arias - Sr. Copywriter: Ana Benitez - Creative Team: Debora Hillert, Laura Forero, Jordi Portillo - Production: La Joya Producciones




PART II


“TRUMAN, EL LIBRERO EXPERTO DE CASA DEL LIBRO”

A character that humanizes the experience




CHALLENGE
In a landscape dominated by algorithmic recommendations, book discovery had become automated, predictable and impersonal.

The challenge was to reposition Casa del Libro as the most trusted and culturally relevant voice in book recommendation, reclaiming reading as a human act of connection and discovery.

 STRATEGY
Rather than creating a temporary campaign character, the objective was to build a long-term narrative asset capable of embodying the brand across every touchpoint.

Truman was conceived as a human extension of Casa del Libro’s identity, a cultural guide shaped by the brand’s tone, values and expertise.


IDEA
We transformed Truman into a permanent brand universe spanning digital, physical and editorial experiences.

Acting as a virtual recommender, Truman lived across the website, content platforms, chat experiences and in-store interactions, creating a more emotional and personalised approach to book discovery.

To consolidate the character culturally, we expanded his narrative through a transmedia ecosystem including a prequel story, branded objects, podcasts and urban activations.

Truman stepped beyond the screen into public spaces, leaving curated book recommendations across metros, parks and city benches during the Christmas season.

By combining storytelling, cultural presence and brand consistency, the project repositioned Casa del Libro from a bookstore into a trusted cultural guide for meaningful discovery.



Creative Direction and Brand Strategy: Natalia Arias A. - Creative team: Ana Benitez, Debora Hillert, Laura Forero, Jordi Portillo - IA Filmaker: Mike Ramos - Creative Engineer: Diego Rey - Producer: Mariam Valencia
    





Creative Direction and Brand Strategy: Natalia Arias

Sr. Copywriter: Ana Benitez

Sr. Art Director: Laura Catalina Forero

Designer: Pablo del Valle 

AI Filmmaker: Mike Ramos

Creative Engineer: Diego Rey

Narrator: Asier Sola

Sound Technician: Andriy Volodarskyy

Digital Director: Julio Fernández -Sanguino

Digital Account Manager: Elena Sánchez

Account Executive: Jose Alberto Martin

Producer: Mariam Valencia










Ig.    In.
@2026