Penguin Books Print Music by Y&R Kuala Lumpur


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Industry Books
Media Print, Magazine & Newspaper
Market Malaysia
Agency Y&R Kuala Lumpur
Creative Group Head Hor Yew Pong
Released March 2012


London International Awards 2012
Design Art Direction Campaign Gold Winner

Credits & Description

Penguin Books "More Than Just The Classics"
Corporate Name of Client: Penguin Books Malaysia
Client Account Director: Chung Yaw Hwa
Agency Account Director: Michelle Tan
Agency: Y&R Malaysia, Kuala Lumpur
Executive Creative Directors: Gigi Lee/Marcus Rebeschini
Creative Group Head: Hor Yew Pong
Regional Head of Copy: Edward Ong
Copywriters: Boone Wong/Andrea Yap/Azeril Johari
Art Directors: Hor Yew Pong/Nikken Chong/
Foo Guan Foong/Emily Tan/Jillyn Cheoh/Joshua Tay
Design Director: Gigi Lee
Designers: Emily Tan/Jillyn Cheoh
Photography Studio: Wizard Photography, Kuala Lumpur
Illustrators: Cue Art/ManMan Tan /Hor Yew Pong/
Emily Tan/Jillyn Cheoh/Chew Lee Chin
Typographers: Emily Tan/Loh Gan Kai
Props Makers: Y&R Creative/Poco Homemade/
Leng Tieng Chai/Siew Yuet Kie
Description of the Project
Mission: Most people only associate our brand with just the classics. We needed to tell readers and potential readers that Penguin Books has a lot more to offer.
Idea: Readers traditionally buy books based on the author and subject. However, a large majority buy our books because the covers caught their eye. We needed to reel in the attention of the visual-centric crowd. So we recreated the classic Penguin logo into vibrant, genre-specific icons. Each piece spoke volumes about what Penguin has to offer, using beautifully crafted visuals. The work was applied across a range of mediums, including bookstore shelf separators, instore and outdoor posters.
Results: The campaign was launched at the recent KL International Book Fair. In an ADD marketplace with dozens of competitive publishers, the work managed to grab attention of relevant audiences with many requests for posters. Results (in terms of sales and perception) are currently being tabulated as the work is still in its early stages.