FAIRY TALES

Short List
TitleFAIRY TALES
ClientPENGUIN BOOKS MALAYSIA
Product / ServicePENGUIN BOOKS
CategoryA07. Point of Sale
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
Boone Wong Y&R Copywriter
Andrea Yap Y&R Copywriter
Azeril Johari Y&R Copywriter
Foo Guan Foong Y&R Art Director
Gigi Lee Y&R Art Director
Wizard Photography Photographer
Cue Art Illustrator
ManMan Tan Y&R Illustrator
Cue Art Typographer
ManMan Tan Y&R Typographer
T L Tan Y&R Art Buyer
Michelle Tan Y&R Account Supervisor
Chung Yaw Hwa Penguin Books Malaysia Advertiser's Supervisor
Edward Ong Y&R Regional Head Of Copy
Hor Yew Pong Y&R Creative Group Head