• Architecture.jpg
  • Fairy Tales.jpg
  • Hobbies.jpg
  • Gardening.jpg
  • Science Fiction.jpg
  • Travel.jpg

Silver Winner

Poster — Corporate Image Campaign

Entrant: Y&R Malaysia, Kuala Lumpur

Penguin Books "More Than Just The Classics"
"Architecture", "Fairy Tales", "Hobbies", "Gardening", "Science Fiction", "Travel"

Description of the Project

Mission: Most people only associate our brand with just the classics. We needed to tell readers and potential readers that Penguin Books has a lot more to offer.

Idea: Readers traditionally buy books based on the author and subject. However, a large majority buy our books because the covers caught their eye. We needed to reel in the attention of the visual-centric crowd. So we recreated the classic Penguin logo into vibrant, genre-specific icons. Each piece spoke volumes about what Penguin has to offer, using beautifully crafted visuals. The work was applied across a range of mediums, including bookstore shelf separators, in-store and outdoor posters.

Results: The campaign was launched at the recent KL International Book Fair. In an ADD marketplace with dozens of competitive publishers, the work managed to grab attention of relevant audiences with many requests for posters. Results (in terms of sales and perception) are currently being tabulated as the work is still in its early stages.

Prop Makers: Y&R Creative/Poco Homemade/Leng Tieng Chai/Siew Yuet Kie Typographers: Emily Tan/Loh Gan Kai Illustrators: Cue Art/ManMan Tan /Hor Yew Pong/Emily Tan/Jillyn Cheoh/Chew Lee Chin Photography Studio: Wizard Photography, Kuala Lumpur Designers: Emily Tan/Jillyn Cheoh Design Director: Gigi Lee Art Directors: Hor Yew Pong/Nikken Chong/Foo Guan Foong/Emily Tan/Jillyn Cheoh/Joshua Tay Copywriters: Boone Wong/Andrea Yap/Azeril Johari Regional Head of Copy: Edward Ong Creative Group Head: Hor Yew Pong Executive Creative Directors: Gigi Lee/Marcus Rebeschini Agency: Y&R Malaysia, Kuala Lumpur Agency Account Director: Michelle Tan Client Account Director: Chung Yaw Hwa Corporate Name of Client: Penguin Books Malaysia

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