The Brazilian author Paulo Coelho is an international bestseller. To celebrate a new record for his book, The Alchemist, Loducca published the full book in a double page newspaper ad and on bus shelter panels in Sao Paulo, Brazil.

Copy translation: “The Alchemist. 7 years on the New York Times best sellers list. Thank you to the 70 million that read the book. If you’re not one of them, read this ad. – Paulo Coelho”