Paulo Coelho's book, The Alchemist, has been on the New York Times Best Seller List for seven years. To celebrate this, he published the book in its entirety, in a double page newspaper ad and on bus shelter panels in Sao Paulo, Brazil.

Copy translation: “The Alchemist. 7 years on the New York Times best sellers list. Thank you to the 70 million that read the book. If you’re not one of them, read this ad. – Paulo Coelho”

Agency: Loducca Advertiser: Paulo Coelho Title: The Alchemist Creative Team: Gabriel Abrucio, Lucas Oliveira, Rafael Avila, Vitor Barbato Creative Directors: Cássio Moron, Fábio Saboya, Raphael Franzini, Sérgio Mugnaini Chief Creative Officer: Guga Ketzer Executive Producer: Sid Fernandes Media: Daniel Chalfon, Zezé Dias, Rodrigo Tame