Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
If your car manual were an entertaining work of fiction filled with pretty illustrations, you might be more inclined to read it.
That, at least, is the hope behind a new marketing stunt from Romanian auto brand Dacia. This November, the company celebrated its 10th year sponsoring the Gaudeamus book fair by commissioning 30 writers and artists to transform its driver's manual into a work of prose and poetry.
The resulting publication turns dry—if important—chapters like "Tools," "Dashboard," "Child's Security" and "Safety Belt" into pieces that traverse genres from science fiction to romance, with every story illustrated accordingly.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in