Editorial Presença, in order to promote several books for Father’s Day, with the following slogan’s campaign : “Because your father doesn’t like flowers – The taste for reading“, structured its campain 3 ways:
1. Flowers were placed in the city in places such as parks and public benches.
2. A promoter was giving flowers in the street while another was passing out flyers. The flowers were given mainly to men.
3. Bowls with bookmarks were placed in the city.