SEE IT THROUGH THEIR EYES by Y&R Kuala Lumpur for Penguin Books

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SEE IT THROUGH THEIR EYES

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Industry Books
Media Design & Branding
Market Malaysia
Agency Y&R Kuala Lumpur
Creative Director Gigi Lee
Photographer Image Rom
Account Supervisor Edward Ong
Typographer Emily Tan
Illustrator Emily Tan
Released April 2011

Credits & Description

Category: Posters
Advertiser: PENGUIN BOOKS MALAYSIA
Product/Service: DK'S ANIMAL ENCYCLOPEDIAS
Agency: Y&R MALAYSIA
Date of First Appearance: Apr 25 2011
Entrant Company: Y&R MALAYSIA, Kuala Lumpur, MALAYSIA
Chief Creative Officer: Edward Ong (Y&R Malaysia)
Creative Director: Gigi Lee (Y&R Malaysia)
Copywriters: Edward Ong/Azeril Johari (Y&R Malaysia)
Art Directors: Gigi Lee/Emily Tan (Y&R Malaysia)
Photographer: Image ROM
Illustrator: Emily Tan (Y&R Malaysia)
Typographer: Emily Tan (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 25, 2011

Describe the brief from the client
Children are naturally curious creatures. The client wanted to talk to these young people and introduce them to the wonderful world of animals.

Describe the challenges and key objectives
Book reading is at an all time low. A lot of children are distracted by tv and computer games. We had to talk to an audience that had forgotten the joys of reading, of discovering things through the pages of a book.

Describe how you arrived at the final design
Rather than the typical 2D poster, we felt we needed something interactive. We needed a way to engage our target audience to make them want to find out more about the product.

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 preception) are currently being tabulated.