| Title | MOBILE ALPHABET LIBRARIES |
| Brand | PENGUIN BOOKS SINGAPORE |
| Product / Service | PENGUIN PAPERBACKS |
| Category | C05. Stunts & Live Advertising |
| Entrant | DDB GROUP SINGAPORE, SINGAPORE |
| Entrant Company: | DDB GROUP SINGAPORE, SINGAPORE |
| Advertising Agency: | DDB GROUP SINGAPORE, SINGAPORE |
| Name | Position |
|---|---|
| Neil Johnson | Chief Creative Officer |
| Joji Jacob | Executive Creative Director |
| Joel Chin | Creative Director |
| Neil Johnson/Pradeep D Souza | Copywriter |
| Joel Chin/Elmy Thong | Art Director |
| Jackie They/Francis Tan/Suhaimi Saadan/Sabrina Tan/Ho Yumei | Producer |
| Rowena Bhagchandani | Account Manager |
| Production Houses: Gaia Films Asia (Video)/The Gunnery (Audio) | Other Credits |
Every book is made up of words. And all words are composed of 26 letters of the alphabet, arranged and rearranged in infinite combinations of type. We custom-designed a typeface that helped create distinct alphabet furniture, forming our Mobile Alphabet Libraries, which traveled across Singapore. Giving people a unique reading experience. Because in a frenetic city like Singapore, people are always on the move, so instead of waiting for them to visit a bookstore, we brought books to them.