Title | MONKEY / GATSBY / DRACULA / ALICE |
Brand | PENGUIN RANDOM HOUSE NORTH ASIA |
Product / Service | PENGUIN BOOKS |
Category | B04. Posters |
Entrant | CHEIL 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 |
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 |
Kuri Huang | N/A | Illustrator |
Junli Hu | YOWILL | Illustrator |
Alan Wong | N/A | Illustrator |
Denise Chan | Cheil Worldwide Hong Kong | Project Manager |
Nancy Nan | Cheil Worldwide Beijing | Project Manager |
Our brief was to promote Penguin books by capturing the magic of reading.
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.
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.
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.