GATSBY

TitleGATSBY
BrandPENGUIN RANDOM HOUSE NORTH ASIA
Product / ServicePENGUIN BOOKS
CategoryG02. Illustration
EntrantCHEIL WORLDWIDE HONG KONG, HONG KONG SAR
Idea Creation CHEIL WORLDWIDE HONG KONG, HONG KONG SAR
Idea Creation 2 CHEIL WORLDWIDE BEIJING, CHINA
Media Placement CHEIL WORLDWIDE HONG KONG, HONG KONG SAR
Production CHEIL WORLDWIDE HONG KONG, HONG KONG SAR
Production 2 CHEIL WORLDWIDE BEIJING, CHINA

Credits

Name Company Position
Paul Chan Cheil Worldwide Hong Kong Chief Creative Officer
Wei Xu Cheil Worldwide Beijing Creative Director
Lili Jiang Cheil Worldwide Hong Kong Creative Director
Ivan Au Cheil Worldwide Hong Kong Creative Director
Ivan Au Cheil Worldwide Hong Kong Creative Director
Tengtao Yuan Cheil Worldwide Beijing Art Director
Zhengsong Qi Cheil Worldwide Beijing Art Director
Changming Yang Cheil Worldwide Beijing Art Director
Paul Chan Cheil Worldwide Hong Kong Chief Creative Officer
Wei Xu Cheil Worldwide Beijing Creative Director
Lili Jiang Cheil Worldwide Hong Kong Creative Director
Yuhan Zhao Cheil Worldwide Beijing Copywriter
Agnes Ho Cheil Worldwide Hong Kong Copywriter
Xiaoshan Zheng Cheil Worldwide Beijing Copywriter
Suyuan Xu Cheil Worldwide Beijing Copywriter
Alan Wong N/A Illustrator
Denise Chan Cheil Worldwide Hong Kong Project Manager
Nancy Nan Cheil Worldwide Beijing Project Manager

Background

Our brief was to promote Penguin books by capturing the magic of reading.

Describe the creative idea (40% of vote)

LOSE YOURSELF IN A BOOK. There’s nothing like losing yourself in a book. To capture the magic of reading, classic books form doors to magical worlds.

Describe the execution (40% of vote)

Every intricate detail was meticulously crafted with each of the source novels inviting a very different aesthetic. We used different textures, colours and illustration styles to reflect each story to make the campaign richer and more imaginative. Every visual features a famous Penguin book that forms a real door in the story.

List the results (20% of vote)

Penguin had found its voice. The campaign became a striking representation of the brand. And the meticulous craftsmanship became a symbol of its unwavering devotion to storytelling.