Cannes Lions
CHEIL WORLDWIDE HONG KONG / PENGUIN RANDOM HOUSE NORTH ASIA / 2019
Overview
Entries
Credits
Background
Our mission was to promote Penguin books to a wider audience.
But to stand out in a fiercely-competitive marketplace, the brand needed a design idea that had its own clear voice.
A distinctive visual identity that would communicate the excitement, richness and imagination of its famous stories in a dramatic way, both instantly and effortlessly.
Idea
Lose yourself in a book
Execution
When you get into a good book, you lose yourself in a whole new world.
This is a universal insight that resonates with every reader.
Every intricate detail was meticulously crafted using world-class art direction and illustration to demonstrate this insight.
In terms of execution, we used different compositions, textures, colours and illustration styles to reflect each book to make the campaign richer and more imaginative.
Every visual features a famous Penguin book that forms a real door in the story.
Outcome
Penguin had found its voice. The posters became a striking representation of its brand. And the meticulous craftsmanship became a symbol of its unwavering devotion to storytelling.
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