PENGUIN FROZEN STORYBOOK

TitlePENGUIN FROZEN STORYBOOK
ClientPENGUIN BOOKS
Product / ServicePENGUIN FROZEN STORYBOOK
CategoryA05. Media & Publications
EntrantTBWA\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

The Campaign

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.’

Creative Execution

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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.

Explain why the method of promotion was most relevant to the product or service

The pop-up store at Songjiang helped bring the Penguin Book up to a local hotshot among children.

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.

Credits

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