|Title||PENGUIN FROZEN STORYBOOK|
|Product / Service||PENGUIN FROZEN STORYBOOK|
|Category||A08. Brand Experience|
|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|
|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|
|Patrick Ha||TBWA\SHANGHAI||Digital 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|
Create the worlds first Frozen Book. 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.
Created by unique ink and printing technology, the Penguin book offers entertainment as well as real experience to children and help them understand the possible consequence of global warming.
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.