This is a campaign called: "Become Someone Else" by the Lithuanian Agency Love.
"When one reads books, he/she starts living it and identifies (or not) with main hero. These print ads for the Mint Vinetu bookstore, which sells lots of classics, focuses on the idea of becoming someone else. And provokes people to try on different personas."
I know its true for me- If its a well written book once I get to reading, woo-wee!, I definitely start identifying with and becoming the character. Ask my husband, I am in another world when I am reading. (He calls it book lag or if he is feeling a bit spiteful- brain lag). How about you- when you read something do you "become someone else" too?