Penguin Books Design & Branding PENGUIN AUDIOBOOKS CAMPAIGN by Y&R Kuala Lumpur

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PENGUIN AUDIOBOOKS CAMPAIGN

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Industry Books
Media Design & Branding
Market Malaysia
Agency Y&R Kuala Lumpur
Creative Group Head Joshua Tay
Creative Director Gigi Lee
Account Supervisor Edward Ong
Typographer Yuet Kie
Illustrator Refresh Design, Cue Art
Released April 2011

Credits & Description

Category: Posters
Advertiser: PENGUIN BOOKS MALAYSIA
Product/Service: PENGUIN AUDIOBOOKS
Agency: Y&R MALAYSIA
Date of First Appearance: Apr 30 2011
Entrant Company: Y&R MALAYSIA, Kuala Lumpur, MALAYSIA
Chief Creative Officer - Asia: Marcus Rebeschini (Y&R Asia)
Chief Creative Officer: Edward Ong (Y&R Malaysia)
Creative Director: Gigi Lee (Y&R Malaysia)
Creative Group Head: Joshua Tay (Y&R Malaysia)
Copywriters: Edward Ong/Andrea Yap (Y&R Malaysia)
Art Directors: Yuet Kie/Joshua Tay (Y&R Malaysia)
Typographer: Yuet Kie (Y&R Malaysia)
Illustrator: Cue Art and Design
Art Buyer: T L Tan (Y&R Malaysia)
Account Supervisor: Edward Ong (Y&R Malaysia)
Advertiser's Supervisor: Chung Yaw Hwa (Penguin Books Malaysia)
Media placement: Posters - Bookstores - April 22, 2011

Describe the brief from the client
Audiobooks appeal to a very niche audience. We needed to remind them about the joys of hearing a book on CD.

Describe the challenges and key objectives
Audiobooks advertising work in a very simple manner: out of sight, out of mind. The markets needed to be constantly reminded about audiobooks and we had to do it in a way that is fresh and relevant.

Describe how you arrived at the final design
We wanted to literally show books entering through the ear. Several approaches were tried and in the end, we decided the best way was the old-fashioned way. We went back to our science text books and drew our inspiration from there.

Give some indication of how successful the outcome was in the market
The campaign is still in its early stages. Results (in terms or sales and perception) are currently being tabulated.