"What matters is in your head" ("Lo que importa esta en tu cabeza"). This part of the campaign runs from October 2014 to March 2015. Others who participate are Olympic medalist Paola Espinosa, Players Pittsburgh Steelers Troy Polamalu and Brett Keisel, Ines Sainz drivers and Mauricio Mancera. As licenses: Star Wars and SpongeBob.
From the press release:
This new campaign aims to make reading an inspiring, moving participatory and involving all; where young people are the influencer entity that transforms our society making way for knowledge and recreation, becoming a role model for adults and for future generations.Update: 12th December 2014. Dan's quote below.
The guiding principle of the campaign is to communicate to young people beyond their appearance, what really matters is what is in your head. In this sense, reading is the tool that makes what's inside of them is better and stronger, because through it can express, create, engage and build their own personality. Likewise, the campaign applauds individuality, respects the identity, dress and think, encouraging freedom of expression among young people.
Mexico is the second largest number of young people, therefore this reading phase, the Communication Council is convinced that the effect of this campaign will help to multiply efforts to make Mexico a country of readers, understanding that reading is the tool for raising educational standards in our country.
Update: 16th January 2015. A behind the scenes photo via this site's Facebook page.
picture source: Paco Díaz