The average American reads about four books a year, which is quite a small number – and one that’s even smaller in Brazil. But, as the literary market gets back on its feet, the new bookshelf stars are not the great classics, with timeless stories and unique narratives. The current Kindle Store best-sellers list is actually full of erotic romances with suggestive covers.

They feature bare-chested, muscular men – and it seems to be working. Therefore, the campaign took classic titles, like Oscar Wilde's "The Picture of Dorian Gray," Herman Melville's "Moby Dick" and Jane Austen's "Pride and Prejudice" and gives them a similar look.