Life is what matters. “Life is what matters. The biography of an advertising agency.” portrays in a frank and humorous way the story of one of Brazil’s leading agencies, Loducca, from its inception until its coming of age, in 2013. The pages of this story, chronicled by Trip Editora, are based on the exploits of Celso Loducca—the founder—from the moment he decided to open his own business in his own home, and covering the dramas, hopes, disappointments and successes in his career and the careers of his partners, colleagues and clients. The words don’t seem to flow in the expected order like in other books. But they do… The difference is that many of them are linked to films, extra information, inspirations that provide a richer and more complete experience than conventional e-books, which are generally just a transcription of a narrative. The novel presents the place Celso and his partners, André Paes de Barros, Daniel Chalfon, Guga Ketzer and Ken Fujioka, built and explains why Loducca is so different in essence. An agency that believes in character, in talent and in the passion for creating work that is even more creative and, above all, human.