Hackathons have long been a staple of Facebook’s Silicon Valley culture, and they’re increasingly becoming part of the agency world, which is why the social network wants to create them for brands in hopes of helping them find the next big idea.

In April, 11 teams worked on campaigns using Canvas—one of which was for Itau and a brief challenging them to make something off of the brand’s involvement with the “Read for a Child” initiative, which aims to bring parents and children together through reading. While mobile usage—including on Facebook—continues to grow in Brazil, time spent reading physical books is declining.

“We came up with this idea to turn the Canvas into multimedia books for children, so parents will be able to read to their kids using their own timelines,” said Africa’s creative vp Eco Moliterno.

The campaign tells the story of a boy on a rocket through swipeable photos and videos that fit the size of the screen. In one scene, consumers can move their phone around to watch a 360-degree video.

Ads were targeted at parents who had a child up to four years old and served at night when parents were most likely to be on the app.

Facebook’s product teams worked closely with the agencies, too, tweaking pieces of code and formatting creative based on what the agencies wanted. For example, the product team specifically added 360-degree video to the ad.

While the hackathon itself only lasts a week, the total project typically lasts 60 days from inception to execution, and Itau’s work launched late last month. In the first week, the campaign reached more than 24 million people, with 22,000 shares and 5,000 comments. More importantly, the book logged an additional 244,000 hours of reading time. Read more