“RebeLde”

From bookstore to cultural movement




CHALLENGE
Position Casa del Libro as the leading cultural authority in book recommendation while strengthening its relevance among new digital audiences.


TENSION
In a hyperconnected world driven by algorithms and constant consumption, people are no longer searching for novelty, they are searching for meaning.

CREATIVE STRATEGY
We reframed reading as a form of emotional and cultural connection.

Rather than positioning books through trends or new releases, the strategy focused on the transformative role reading plays in people’s lives: helping us understand ourselves, navigate uncertainty and feel less alone.

To embody this idea, we created “Rebeldes”, a shared cultural territory built around the belief that choosing depth, reflection and sensitivity has become a quiet form of rebellion.

Reading was no longer presented as individual consumption, but as a collective act of connection and meaning.
IDEA
We developed a narrative ecosystem that transformed Casa del Libro’s recommendation platform into a culturally driven movement.

The campaign curated books not through novelty, but through emotional relevance and human insight, reinforcing the role of booksellers as trusted cultural guides.

The concept expanded across social media, influencers, radio, outdoor and digital platforms, building a shared experience around reading as a source of identity, companionship and reflection.

By shifting the conversation from consumption to meaning, the project repositioned Casa del Libro as a culturally relevant space for discovery, connection and belonging.










Activation 1: A SILENT PROTEST




We live surrounded by distractions.
Social media, constant notifications, multiple screens, multitasking…
This is where our attention span says: game over.

All of this creates a gap between us and reading, yet there are still readers who reserve their focus for the written word. THE REBELS.

Today, stopping can be the ultimate act of rebellion.
Remaining silent in the face of constant response can feel almost forbidden.

To reclaim the power of reading on World Book Mon, we created a silent protest where there were no chants, only focus. And in people’s hands, no phones, only books.

We collaborated with a pool of cultural creators, writers, and influencers to amplify the action.
We created a manifesto as our banner, along with touchpoints that challenged everyone to stop and read.





PRINTS





Activation 2: THE FORBIDDEN SECTION (Landing, Street MK, RRSS)


We also introduced the “forbidden section,” a specially curated selection that played on curiosity to attract more participants to our movement:
Books “forbidden” because they’re addictive, you start “just for a while” and can’t put them down.
Books “forbidden” because they change the way you think.
Books that make you uncomfortable and ask questions.
Books “forbidden” because everyone is talking about them, or because you didn’t know you needed them.

More than a rebellious campaign, it became a cultural stance that reinforces the brand’s commitment to culture.
We positioned the brand’s booksellers as curators and cultural agents, highlighted the value of an infinite catalog, reinforced the brand as a trusted recommender, and elevated the best experiences within a community of readers.




                                                                               
Creative Direction & Brand strategy: Natalia Arias A. - Creative Supervisor & Art Director: Débora Hillert - Sr. Copywriting: Ana Benitez - Sr. Art Director: Catalina Forero - Filmmaker: Jordi Portillo - Camera: Arian Tabatabai







Ig.    In.
@2026