TRAVEL by Y&R Kuala Lumpur for Penguin Books

TRAVEL

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Industry Books
Media Print, Magazine & Newspaper, Design & Branding
Market Malaysia
Agency Y&R Kuala Lumpur
Creative Group Head Hor Yew Pong
Executive Creative Director Marcus Rebeschini
Art Director Emily Tan, Jillyn Cheoh, Gigi Lee
Copywriter Azeril Johari, Boone Wong, Andrea Yap
Designer Emily Tan, Jillyn Cheoh
Photographer Allen Dang - Wizard Photography
Account Supervisor Michelle Tan
Typographer Emily Tan
Illustrator Emily Tan, Jillyn Cheoh, Chew Lee Chin
Released May 2012

Awards

Cannes Lions 2012
Design Lions Illustration Silver
Outdoor Lions Publications & Media Silver
Outdoor Lions Publications & Media Bronze

Credits & Description

Category: Illustration
Advertiser: PENGUIN BOOKS MALAYSIA
Product/Service: PENGUIN BOOKS
Agency: Y&R 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: Emily Tan (Y&R)
Art Director: Jillyn Cheoh (Y&R)
Art Director: Gigi Lee (Y&R)
Photographer: Wizard Photography
Illustrator: Emily Tan (Y&R)
Illustrator: Jillyn Cheoh (Y&R)
Illustrator: Chew Lee Chin (Y&R)
Designer: Emily Tan (Y&R)
Designer: Jillyn Cheoh (Y&R)
Typographer: Emily Tan (Y&R)
Art Buyer: T L Tan (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)
Executive Creative Director: Marcus Rebeschini (Y&R)
Media placement: Posters/Signs - Bookstores & International Book Fair - 25th April 2012

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 challenges and key objectives
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 how you arrived at the final design
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.

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