Gandhi Bookstores strategy has always been focused on make people read. So we found the way to make it happen. On Radio. Using the RDS system on car stereos, we did the first radio spot you can actually read. The system allowed only 64 characters divided in 8 lines on text. It was aired in rush hours in Mexico City.

Announcer: If you are stuck in traffic, look at your stereo’s screen.
Stereo’s display: This advert promotes reading. That’s why you are reading it. Gandhi Bookstores
Announcer: Gandhi Bookstores. Keep reading.

Advertising Agency: Ogilvy Mexico, Mexico City, Mexico
Chief Creative Officer: José Montalvo
Executive Creative Director: Miguel Angel Ruiz

Creative Director: Luis Elizalde

Copywritter: Luis Elizalde/Raúl Rivera/Marcela Estrada/Rodrigo Flores

Agency Producer: Juan Pablo Osio
Production Company: Circo Film

Post Production: Circo Films

Audio/Music: DNA
Published: April, 2011