MORE THAN JUST THE CLASSICS

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TitleMORE THAN JUST THE CLASSICS
ClientPENGUIN BOOKS MALAYSIA
Product / ServicePENGUIN BOOKS
CategoryA02. Posters
EntrantY&R MALAYSIA Kuala Lumpur, MALAYSIA
Entrant Company:Y&R MALAYSIA Kuala Lumpur, MALAYSIA
Design/Advertising Agency:Y&R MALAYSIA Kuala Lumpur, MALAYSIA

Brief Explanation

The client wanted to showcase their variety at the upcoming KL International Book Fair. But 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 pigeonholed us to a certain role.

The Brief

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.

How the final design was conceived

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.

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.

Credits

Name Company Position
Gigi Lee Y&R Executive Creative Director
Marcus Rebeschini Y&R Executive Creative Director
Hor Yew Pong Y&R Creative Group Head
Boone Wong/Andrea Yap/Azeril Johari Y&R Copywriter
Hor Yew Pong/Nikken Chong Y&R Art Director
Foo Guan Foong/Emily Tan Y&R Art Director
Jillyn Cheoh/Joshua Tay Y&R Art Director
Cue Art Illustrator
Emily Tan/Jillyn Cheoh Y&R Illustrator
Hor Yew Pong/ManMan Tan Y&R Illustrator
Emily Tan/Jillyn Cheoh Y&R Designer
Loh Gan Kai/Chew Lee Chin Y&R Designer
Emily Tan/Loh Gan Kai Y&R Typographer
Wizard Photography Y&R Photographer
Y/R Creative/Poco Homemade Y&R Props Maker
Leng Tieng Chai/Siew Yuet Kie Y&R Props Maker
Gigi Lee Y&R Design Director
Michelle Tan Y&R Account Supervisor
Edward Ong Y&R Regional Head Of Copy
Chung Yaw Hwa Penguin Books Malaysia Advertiser's Supervisor