They say that everything you imagine for your home can be found at Etna, the largest furniture and home decoration retailer in Brazil. This sense of possibility and wonder inspired Rio de Janeiro–based ad agency Artplan’s new concept for the brand: “Etna. Where your imagination lives.” Artplan then created print ads and radio spots that ask customers to form absurd, bizarre stories in their minds. Featuring such fantastical characters as a giant who wants to brighten his cave, a man who rides a giant eagle to his date, a blue elephant, and the strange coupling of a woman and a coati‚ a relative of raccoons, each story ends with a piece of furniture sold at Etna. In the true spirit of the campaign, the print ads show only one element of the story, leaving viewers to picture the rest using their imaginations—photophilic giant and all.

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