CHALLENGE


In a world dominated by algorithm-driven recommendations, book discovery has become automated, predictable, and impersonal.

How can Casa del Libro reclaim book recommendation as a human, cultural act, and become the most trusted voice in discovering what to read?

STRATEGY


Transform Casa del Libro’s catalog, expertise, and cultural authority into a living storytelling platform.

Instead of competing with algorithms, the brand would embody its own editorial voice, turning its knowledge, community, and literary heritage into a distinctive and human recommendation system.


IDEA


We created Truman, a unique brand character: a virtual recommender and expert bookseller.

Truman is not born from technology, but from brand strategy.

He is built from Casa del Libro’s DNA, its values, tone, and personality. That’s why he thinks, speaks, and recommends like the brand itself, ensuring coherence and consistency across every touchpoint.

Truman lives across the website, chat, content platforms, and physical stores, becoming a permanent brand asset that makes book discovery more human, accessible, and memorable.

To introduce Truman, we developed an original narrative universe around him: a prequel story, branded merchandising, and a transmedia Christmas campaign.

Truman stepped beyond screens, appearing in podcasts, street activations, and urban spaces, leaving curated book recommendations in metros, parks, and public benches.

The objective was clear:
to help people find the perfect book to gift during the most important commercial season of the year, strengthening emotional connection while reinforcing Casa del Libro’s authority as the human expert in book recommendation.