An ad worth reading to the end
I’ll let this post from FCB Global explain:
To celebrate the launch of The Girl in the Lynx’s Claws, the highly anticipated continuation of Stieg Larsson’s legendary Millennium saga, Actes Sud and Change, an FCB alliance, brought all 397 pages of the new novel to the Paris Metro. Corridor by corridor, commuters were invited to follow the story in full — a bold, immersive tribute to Lisbeth Salander’s uncompromising spirit.
Blending publishing, culture, and creativity, the campaign turns an ordinary commute into a moment of curiosity and connection, proving that when advertising dares to be generous, people are willing to engage all the way to the last line.