Promotional campaign for new books

J'ai lu editions has launched a unique promotional campaign for the release of Freida McFadden's new large format book Chère Debbie (City) and the pocket-sized version of Boyfriend. The campaign, running from October 13 to 19, features large posters in the Paris metro, including at the Opera station, showing couples in their beds.

Posters depict couples in intimate settings

The posters show couples in their beds, with one person engrossed in reading McFadden's latest novel while the other waits to engage in other activities. The campaign's slogan, "J'peux pas... J'ai Freida," plays on a familiar phrase to highlight the role her books play in readers' daily lives.

Campaign reflects growing interest in McFadden

According to Emily Thomas, marketing director at J'ai lu, the campaign aims to reflect the "frenzy" surrounding McFadden. The publisher notes that there has always been strong interest in her books from the first weeks of release. The slogan, inspired by a popular phrase, aims to deepen the connection between the author and her audience.

Visual concept developed by editorial team

The visual concept was developed by Emily Thomas, Hélène Fiamma, president, and Frédéric Machefer, art director. The idea was to push to the absurd the place taken by McFadden's novels, with Thomas noting that even intimate relationships take a back seat. The models in the campaign are not actors but employees of the publisher.

Campaign includes unique elements

The publisher also created "delay certificates" for readers who may have missed their metro station, too absorbed in their reading. The campaign budget is described as "quite standard" for a title of this scale, but the uniqueness lies in its staging and the involvement of the editorial teams.