“HAY UN LUGAR QUE SIEMPRE TE ESPERA”
CASA DEL LIBRO
From brand to community, humanized through storytelling.
INSIGHT
A universal feeling: loneliness at Christmas.
According to the 2024 Barometer on Unwanted Loneliness, approximately 20% of the population in Spain experiences unwanted loneliness, that is, 1 in 5 people report feeling lonely at present. In addition, Christmas has a greater potential to intensify this feeling compared to other times of the year. In fact, more than 80% of Spaniards miss someone during the holiday season, and over 80% associate this time of year with being with family.
STRATEGY
Casa del Libro is not just a place for books; it is warmth, a welcoming atmosphere, a desire to learn, and a sense of family belonging. It is more than a bookstore, it’s a community.
Our goal is to make this community experience a point of connection across all channels, both physical and digital, providing a consistent, human-centered experience everywhere.
IDEA
“There is a place that always awaits you” reflects the brand’s purpose as a cultural agent: improving people’s lives through reading. For this project, we aimed to convey a message of community and celebration during Christmas.
To bring this idea to life, we created Truman, a monster who experiences loneliness during the holidays but is eventually embraced by Casa del Libro’s reading community, becoming an expert bookseller. This story is told in a heartwarming video, showing Truman’s journey from solitude to belonging reinforcing the idea that Casa del Libro is a place where everyone is welcomed.
Truman comes to life beyond the screen, transforming into a virtual recommender. Through WhatsApp, he suggests books from over 600,000 titles, offering personalized, fluid conversations that replicate the experience of speaking with an expert bookseller in-store.
He also appears physically in stores, taking part in special events such as book signings and community gatherings with renowned authors.
By bridging digital and physical touchpoints, Truman ensures the human, expert-led book discovery experience is consistent, engaging, and truly community-driven across all channels.
A universal feeling: loneliness at Christmas.
According to the 2024 Barometer on Unwanted Loneliness, approximately 20% of the population in Spain experiences unwanted loneliness, that is, 1 in 5 people report feeling lonely at present. In addition, Christmas has a greater potential to intensify this feeling compared to other times of the year. In fact, more than 80% of Spaniards miss someone during the holiday season, and over 80% associate this time of year with being with family.
Casa del Libro is not just a place for books; it is warmth, a welcoming atmosphere, a desire to learn, and a sense of family belonging. It is more than a bookstore, it’s a community.
Our goal is to make this community experience a point of connection across all channels, both physical and digital, providing a consistent, human-centered experience everywhere.
“There is a place that always awaits you” reflects the brand’s purpose as a cultural agent: improving people’s lives through reading. For this project, we aimed to convey a message of community and celebration during Christmas.
To bring this idea to life, we created Truman, a monster who experiences loneliness during the holidays but is eventually embraced by Casa del Libro’s reading community, becoming an expert bookseller. This story is told in a heartwarming video, showing Truman’s journey from solitude to belonging reinforcing the idea that Casa del Libro is a place where everyone is welcomed.
Truman comes to life beyond the screen, transforming into a virtual recommender. Through WhatsApp, he suggests books from over 600,000 titles, offering personalized, fluid conversations that replicate the experience of speaking with an expert bookseller in-store.
He also appears physically in stores, taking part in special events such as book signings and community gatherings with renowned authors.
By bridging digital and physical touchpoints, Truman ensures the human, expert-led book discovery experience is consistent, engaging, and truly community-driven across all channels.
PRINT AD
MAKING OF
Filmakers: AdiosAdios
Creative Direction and Brand Strategy: Natalia Arias A.
Copywriter: Ana Benitez
Creative Team:
Debora Hillert, Laura Forero, Jordi Portillo
Production Co: La Joya Producciones
Creative Direction and Brand Strategy: Natalia Arias A.
Copywriter: Ana Benitez
Creative Team: Debora Hillert, Laura Forero, Jordi Portillo
Production Co: La Joya Producciones
Ig. In.
@2025