Editorial ALMA — Summer 2022 Campaign
Classic soul, contemporary essence. Editorial ALMA revisits literary classics in collaboration with illustrators to create book-objects that blend tradition and modernity — beautifully designed covers and illustrations at accessible prices.
A summer campaign was created to attract younger audiences to reading. Posters, banners, and social media assets were used to promote the brand, highlighting its classic soul and contemporary essence. The campaign targeted Generation Z, a generation that looks for nostalgia in the 21st century.
Claim — They don’t make classics like they used to.
A campaign concept designed to provoke thought and express duality, emphasizing the timeless care and craft that ALMA dedicates to its books.
Method — Be relevant and reflect duality
The goal: to be relevant, distinctive, and fresh. To express duality in a striking way that reinforces the claim and gives it life. Edgar Allan Poe with painted nails, Virginia Woolf listening to her Spotify playlist, and George Orwell with a trendy haircut.
Context — The bubblegum of social media
Generation Z’s natural habitat is social media. The campaign extended this logic to build an entire universe imagining what the lives of classic authors would look like today. Some of them even made a cameo on Love Island.
This project was developed as part of the creative team at https://estoescoffee.com/
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