Title | PENGUIN FROZEN STORYBOOK |
Brand | PENGUIN BOOKS |
Product / Service | PENGUIN FROZEN STORYBOOK |
Category | F02. Art Direction / Design |
Entrant | TBWA\SHANGHAI, CHINA |
Idea Creation | TBWA\SHANGHAI, CHINA |
Media Placement | TBWA\SHANGHAI, CHINA |
Production | DOINGFILMS Shanghai, CHINA |
Production 2 | AU79 COMMUNICATIONS Shanghai, CHINA |
Production 3 | RR DONNELLEY ASIA Shanghai, CHINA |
Name | Company | Position |
---|---|---|
Nils Andersson | TBWA\SHANGHAI | Asia Creative President & Greater China President and CCO |
Ronnie Wu | TBWA\SHANGHAI | Executive Creative Director |
Jason Jin | TBWA\SHANGHAI | Group Creative Director |
Tony Fan | TBWA\SHANGHAI | Art Director |
Changxu Liu | TBWA\SHANGHAI | Art Director |
Jason Jin | TBWA\SHANGHAI | Copywriter |
Kissa Lin | TBWA\SHANGHAI | Copywriter |
Hao Liu | TBWA\SHANGHAI | Illustrator |
Yang Meng | TBWA\SHANGHAI | Editor |
Patrick Ha | TBWA\SHANGHAI | Digital Producer |
Johnson Gao | TBWA\SHANGHAI | Producer |
Hansel Lu | Doingfilms | Director |
Chenliang Zhao | Doingfilms | Director |
Yifan Wang | Doingfilms | Producer |
Rongyun Ge | Doingfilms | Director Of Photography |
Cuiqin Mo | TBWA\SHANGHAI | Project Supervisor |
Martin Li | RR Donnelley Asia | Sales Executive |
Gavin Xin | TBWA\SHANGHAI | PR & Marketing Manager |
Made from special inks, the book reacted to temperature. What better way to safeguard their future, than by helping children to understand those very issues. The warmer things got, the more its images disappeared, leaving only an important message inside the final page. ‘Where is our home now? Global warming affects the habitat of penguins and their friends.’
Made from special inks, the book reacted to temperature, which gives children a vivid picture on what will happen if the ice decreases. The whole book is illustrated in the style of water color showcasing a beautiful yet fragile atmosphere.
Over 16,500 books were pre-ordered within 1 month, which was 85.6% beyond expectations. There was also a 35% increase in brand awareness. And the books were selected as an environmentally friendly read by a number of preschool organizations.
This Penguin Book triggers directly the urge to protect our planet among children by showing the consequence of global warming. Over 16,500 books were pre-ordered within 1 month, which was 85.6% beyond expectations.
Conveying an important message to children that global warming affects the habitat of penguins and their friends by an interactive frozen book which they can read, touch, and feel the treasuries that our planet offers.