LANDMARKS/MOUNTAINS/ROADS

Short List
TitleLANDMARKS/MOUNTAINS/ROADS
BrandPENGUIN BOOKS SINGAPORE
Product / ServiceROUGH GUIDES
CategoryA07. Point of Sale
EntrantDDB SINGAPORE, SINGAPORE
Entrant Company:DDB SINGAPORE, SINGAPORE
Design/Advertising Agency:DDB SINGAPORE, SINGAPORE

Credits

Credits

Name Company Position
NEIL JOHNSON DDB SINGAPORE CHIEF CREATIVE OFFICER
JOJI JACOB DDB SINGAPORE CREATIVE EXECUTIVE DIRECTOR
THOMAS YANG DDB SINGAPORE ASSOCIATE CREATIVE DIRECTOR
ROWENA BHAGCHANDANI DDB SINGAPORE ACCOUNT SERVICING
LOUIS STARDUST PTE LTD PHOTOGRAPHER
CHEW PENG STARDUST PTE LTD DIGITAL IMAGING

Brief Explanation

Don't tell, But show the strong points of Rough Guides Efficacy in helping users travel on a budget.

The Brief

Communicate that Rough Guides is a great enabler travelling around the world on budget. It offers useful Tips and Bargains.

How the final design was conceived

The visual has entirely formed with coins from different travel destinations. The coin formed continuous landscapes communicating that with Rough Guides you could spend less and see more.

Indication of how successful the outcome was in the market

Awareness of Rough Guides rose by 13% Post Campaign. It also got free media online worth approximately USD63,000.