MORE THAN JUST THE CLASSICS, 3 by Y&R Kuala Lumpur for Penguin Books

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MORE THAN JUST THE CLASSICS, 3

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Industry Books
Media Design & Branding, Case study
Market Malaysia
Agency Y&R Kuala Lumpur
Creative Group Head Hor Yew Pong
Art Director Emily Tan, Jillyn Cheoh, Gigi Lee, Foo Guan Foong
Copywriter Azeril Johari, Boone Wong, Andrea Yap
Designer Emily Tan, Loh Gan Kai
Photographer Allen Dang - Wizard Photography
Account Supervisor Michelle Tan
Typographer Emily Tan, Nikken Chong, Poco Homemade, Loh Gan Kai
Illustrator Emily Tan, Jillyn Cheoh, Ray Man Photography, Poco Homemade, Chew Lee Chin, Cue Art
Released June 2012

Awards

Asia Pacific Advertising Festival (AdFest) 2013
DESIGN LOTUS Poster BRONZE

Credits & Description

Type of entry: Graphic Design & Design Crafts
Category: Posters
Advertiser: PENGUIN BOOKS MALAYSIA
Product/Service: PENGUIN BOOKS
Agency: Y&R MALAYSIA Kuala Lumpur, MALAYSIA
Advertiser PENGUIN BOOKS MALAYSIA
Product PENGUIN BOOKS
Entrant Y&R MALAYSIA Kuala Lumpur, MALAYSIA
Type of Entry: Graphic Design & Design Crafts
Category: Posters
Title: MORE THAN JUST THE CLASSICS
Advertiser/Client: PENGUIN BOOKS MALAYSIA
Product/Service: PENGUIN BOOKS
Entrant Company: Y&R MALAYSIA Kuala Lumpur, MALAYSIA
DM/Advertising Agency: Y&R MALAYSIA Kuala Lumpur, MALAYSIA
Executive Creative Director: Gigi Lee (Y&R)
Copywriter: Boone Wong (Y&R)
Copywriter: Andrea Yap (Y&R)
Copywriter: Azeril Johari (Y&R)
Art Director: Nikken Chong (Y&R)
Art Director: Hor Yew Pong (Y&R)
Art Director: Foo Guan Foong (Y&R)
Art Director: Gigi Lee (Y&R)
Art Director: Emily Tan/Jillyn Cheoh (Y&R)
Photographer: Wizard Photography (Y&R)
Illustrator: Cue Art/Poco Homemade ()
Illustrator: Emily Tan/Chew Lee Chin (Y&R)
Illustrator: Jillyn Cheoh/Man Man (Y&R)
Designer: Emily Tan/Loh Gan Kai (Y&R)
Typographer: Nikken Chong/Emily Tan/Loh Gan Kai/Poco Homemade (Y&R)
Account Supervisor: Michelle Tan (Y&R)
Assistant Manager: Chung Yaw Hwa (Penguin Books Malaysia)
Regional Head Of Copy: Edward Ong (Y&R)
Creative Group Head: Hor Yew Pong (Y&R)
Brief Explanation
The client wanted to showcase their variety at the upcoming KL International Book Fair. However, in an ADD marketplace with dozens of competitive publishers we had to grab attention, while at the same time speak to those who may have pigeon-holed us to a certain role.
Describe the brief from the client
Most people associate our brand with Penguin Classics, and the range had been doing well. Now, the client wanted to tell readers about the exciting titles available in other categories.


Describe the creative solution to the brief/objective.

We wanted to create a distinct visual identity that reflected the wide range of products, without sacrificing the familiarity of the brand. We found the solution right under our noses, or rather, on our spine.


Describe the results in as much detail as possible.

As the campaign is still in its early stages, results (in terms of sales and perception) are currently being tabulated.