| Title | MORE THAN JUST THE CLASSICS |
| Brand | PENGUIN BOOKS MALAYSIA |
| Product / Service | PENGUIN BOOKS |
| Category | A02. Posters |
| Entrant | Y&R MALAYSIA Kuala Lumpur, MALAYSIA |
| Entrant Company: | Y&R MALAYSIA Kuala Lumpur, MALAYSIA |
| Design/Advertising Agency: | Y&R MALAYSIA Kuala Lumpur, MALAYSIA |
| 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 |
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.
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.
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.
As the campaign is still in its early stages, results (in terms of sales and perception) are currently being tabulated.