become someone else

A clever advertising campaign for Mint Vinetu bookstore to inspire people to read the classics. The Lithuanian agency Love explains their approach this way:

When one reads books, he/she starts living it and identifies (or not) with main hero. These print ads for the Mint Vinetu bookstore, which sells lots of classics, focuses on the idea of becoming someone else. And provokes people to try on different personas.

from here via here