Brazilian publisher L&PM wanted a cool way to promote its latest collection of "pocket books" -- small sized editions of books. So, via agency DM9Rio, it teamed up with fashion retailer FreeSurf to print excerpts from the books on the inside of jeans pockets. The strapline of the campaign was "Carry Good Stories With You." The launch of the jeans in over 1000 stores resulted in a 24% increase in visits to the publisher's e-commerce site and a 13% rise in sales. In an age of competition from e-readers, that's a pretty innovative way to stand out from the crowd.