Penguin Books Design & Branding ROUGH GUIDE PHRASEBOOKS CAMPAIGN by Y&R Kuala Lumpur

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ROUGH GUIDE PHRASEBOOKS 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
Photographer Allen Dang - Wizard Photography
Account Supervisor Edward Ong
Illustrator Priscilla Yuen
Released April 2011

Credits & Description

Category: Posters
Advertiser: PENGUIN BOOKS MALAYSIA
Product/Service: ROUGH GUIDE PHRASEBOOKS
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: Joshua Tay/Foo Guan Foong (Y&R Malaysia)
Photographer: Wizard Photography
Illustrator: Priscilla Yuen (Y&R Malaysia)
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 20, 2011

Describe the brief from the client
Ever since the introduction of low cost airlines, even the most lowly paid employee has travelled abroad at least once. Our client wanted to reach this new and fast growing market segment.

Describe the challenges and key objectives
Travelling to a foreign country can be scary. There are a lot of dos and don'ts, not forgetting plenty of 'advice' from well meaning friends and relatives. Penguin Books wanted to reassure travellers that with Rough Guides, some barriers can be overcome and travelling can be an enjoyable experience.

Describe how you arrived at the final design
Research showed that language and food were the two biggest barriers to travelling. Rough Guides could help in the first, the second - well, that's another campaign. We needed a look and style that travellers could relate to, something clean, economical and unfussy. Several options were presented and collectively agency and client felt that an illustration-based approach would work best to communicate our marketing objective.

Give some indication of how successful the outcome was in the market
The campaign is in its initial stage with more bookshops continually being added to the campaign. At present, it is still too early to tabulate results although initial sales have been encouraging.