Spikes Asia
CHEIL WORLDWIDE HONG KONG / PENGUIN RANDOM HOUSE NORTH ASIA / 2019
Awards:
Overview
Entries
Credits
Background
Our brief was to promote Penguin books by capturing the magic of reading.
Idea
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.
Execution
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.
Outcome
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.