Folha de S.Paulo is a Brazilian newspaper that celebrated its 90th anniversary in 2011.

Benez presents a plentitude of innovative ideas for advertisement formats that his paper developed and printed.

One example is what they call a "Package," where the complete newspaper is wrapped with an ad as big as a poster, folded and strapped with cord (promoting Christmas gifts). Images on the plastic bags that are used to protect the paper can also be fantastic advertising vehicles, if used with imagination, like the dog’s head that seems to have the newspaper in his jaw ready to bring it to his owner in the morning (promoting dog food), or a suitcase combined with a lottery where readers could win a trip (from a travel agency).

Another format is what they call Origami (meaning sequence of folds): By opening the page, the advertisement pops up, for example, illustrating mobile phones for a telephone company. “These kinds of ads are not easy to realize,”, Benez says, “because they require a manual process. But we try our best to make advertisers happy.”

Very impressive – because of its sheer size – is the Giant Folha ad format: a poster of eight full pages and double Giant Folha with 16 pages.

On a Brazilian holiday, Water Day, Folha de S.Paulo’s front page was tinted all blue, as a promotion for a beverage company. The blue background was also reflected on Folha’s website – as a combined ad campaign. In another example the whole newspaper became an insert of a multipage advertisement.

And, and, and… the examples show that only imagination is the limit.