Let's read in pairs?: A Christmas campaign inspired by ‘The Wizard of Oz’

The charm of ‘The Wizard of Oz’ lives on. This Christmas, Livraria Lello reaffirms its mission to inspire the world to read, finding in the magic of this classic — published in The Little Collection, its imprint dedicated to young readers — the starting point for an ode to friendship and human connection. With the campaign ‘Shall we read together?’, Livraria Lello aims to combat social isolation through shared reading.

At a time when countless studies highlight the growing feeling of loneliness among the elderly, ‘Let's read in pairs?’ is more than just a question: it is an invitation to share a book, a story and time together. It is a simple gesture that reflects Livraria Lello's belief that reading brings people together.

With the anonymity of large cities, the breakdown of neighbourhood networks and the rise of individualistic lifestyles, the growth of loneliness has become inevitable. The problem is so serious that it has led the World Health Organisation to declare loneliness a global public health concern.

“Somewhere over the rainbow, way up high...”

“At a time when loneliness is recognised as a global epidemic, we believe that reading is a deeply human gesture and a silent antidote to isolation,” explains Francisca Pedro Pinto, Head of Brand and Creative Business Development at Livraria Lello.

“We were inspired by ‘The Wizard of Oz’ to remind us that no wizard can grant what friendship already offers. Dorothy, the Tin Man, the Lion and the Scarecrow show us that it is together that we find our way home. This Christmas, we want to emphasise that reading is just that: a shared journey, constant companionship and, perhaps, the most beautiful way to live longer and better," she concludes.

Like Dorothy and her friends' journey along the yellow brick road, Livraria Lello is also travelling several paths this Christmas. More than celebrating the festive season, it reinforces its desire to remain deeply connected to the community, taking its mission to instil reading habits even further.
The most beautiful bookshop in the world brings the magic of L. Frank Baum's book to its initiatives, starting with its Christmas window displays — art installations carefully curated by the bookshop — which recreate the Emerald City. In addition, Livraria Lello has launched a social initiative in partnership with the Reformers movement: the Livraria Lello x Reformers Reading Club, whose participants will always be warm with the bookshop's exclusive socks.

“We're off to see the Wizard, The Wonderful Wizard of Oz” 

The story of friendship starring Dorothy is present right at the entrance to Livraria Lello. Since 1 November, Livraria Lello's Christmas window displays have been enchanting passers-by on Rua das Carmelitas in Porto with an artistic installation that invites the public to immerse themselves in the fantasy of “The Wizard of Oz”. The challenge was set for London-based artist Lydia Kasumi Shirreff, renowned for her meticulous paper sculptures.

The artist recreated, entirely in paper, the mythical Emerald City, symbolising Dorothy and her companions' journey towards friendship, courage and wisdom. Lydia shares that, having grown up surrounded by books, she was absolutely delighted with the invitation to create this art installation. Inspired by the illustrations in ‘The Wizard of Oz’, published by Livraria na Little Collection, the guest artist sought to capture the feeling of wonder in the installation and bring the colourful atmosphere, brightness and childlike charm of the work to life.

“I could think of things I never thunk before / And then I'd sit and think some more” 

The Livraria Lello x Reformers Reading Club offers seniors the opportunity to share great books throughout the year. The initiative will begin in January 2026 and will continue for a year, during which time volunteers from the bookshop will offer their storytelling talents.

Every week, volunteers from Livraria Lello will meet with seniors who wish to participate in the club at the Reformers movement headquarters in Porto, where they will share readings. Reading together — by those who read aloud and those who listen — will be a moment eagerly anticipated and will enrich the participants' days. The first book to be read will, of course, be ‘The Wizard of Oz’.

Now, society will respond to the call: ‘Shall we read together?’ At the end of a year of the reading club, Livraria Lello will present a social impact study, leaving no room for doubt: reading is an antidote to loneliness.

“If I only had a heart...”

No Christmas campaign with the slogan “Shall we read together?” would be complete without the launch of an exclusive pack of socks. Inside Dorothy's iconic red shoe, we find three pairs of original socks. Made from 100% cotton, each pair features a moment or detail from the book ‘The Wizard of Oz’.

With the field of red poppies, the wizard offering his heart to the Tin Man, or the trio of Oz inhabitants, the Munchkins, the socks are now on sale in the most beautiful bookshop in the world.

To complement them, sets of stickers inspired by the illustrations from ‘The Wizard of Oz’, created by Gonçalo Viana and distinguished in the Communication Arts 2021 competition, are also available — another visual invitation to enter the world of reading.