Book launch with unusual ads
The new novel Liquidations by Christophe Perruchas is being promoted through an unconventional advertising campaign that features its main character, Baptiste Travert. The campaign, named "La Campagne Hénaurme," is part of the book's launch and runs in the Paris metro from October 12 to 25.Metro campaign details
The campaign includes 25 panels displayed across five metro stations—Bastille, Belleville, Denfert-Rochereau, Concorde, and Gare d'Austerlitz—with five posters at each station. The ads are produced by Mediatransports and are part of a collaboration with the publishers Rouergue and OISX, of which Perruchas is a co-founder.Absurd and counterproductive headlines
The posters feature five typographic creations with absurd and intentionally counterproductive headlines. Examples include "The advertising campaign is much better than the book" and "This book takes you nowhere. Go there." The campaign aims to challenge traditional advertising norms and engage viewers with unexpected messaging.Online continuation of the campaign
On Instagram, the character Baptiste Travert continues the campaign under the account @baptistetravert. The account features nearly 150 visuals, including fake literary recommendations and a series titled "The Very Strict Critiques," where deceased personalities like Marcel Duchamp and Tristan Tzara are fictitiously shown giving opinions on the novel.Creative team and design
The artistic direction of the campaign is handled by Thomas Martinet and Mahaut Barluet, while the design-writing is officially credited to Baptiste Travert. This approach blurs the line between fiction and reality, adding to the novel's promotional intrigue and artistic depth.
