The Fault in our Stars is one of the best-selling books of the last decade.

Reaction to the book is typified by its cover quote - 'You laugh, you cry, and you come back for more'.

We tried to capture that with our with a poster campaign.

And looked at possible partner promotions. 

However, what we really wanted was to move the book away from feeling like a zeitgeisty, of-the-moment, throwaway hit.

To position it as a modern classic. If the book was going to continue selling, it needed to feel permanent.

And we knew that for people who love this book, it's with them for life.

Something we felt this offered a perfect opportunity to create a new genre, 'The Forever Book'