MORE THAN JUST THE CLASSICS

Credits & Description:

Type of entry: Graphic Design & Design Crafts
Category: Posters
Advertiser: PENGUIN BOOKS MALAYSIA
Product/Service: PENGUIN BOOKS
Agency: Y&R MALAYSIA Kuala Lumpur, MALAYSIA
Advertiser PENGUIN BOOKS MALAYSIA
Product PENGUIN BOOKS
Entrant Y&R MALAYSIA Kuala Lumpur, MALAYSIA
Type of Entry: Graphic Design & Design Crafts
Category: Posters
Title: MORE THAN JUST THE CLASSICS
Advertiser/Client: PENGUIN BOOKS MALAYSIA
Product/Service: PENGUIN BOOKS
Entrant Company: Y&R MALAYSIA Kuala Lumpur, MALAYSIA
DM/Advertising Agency: Y&R MALAYSIA Kuala Lumpur, MALAYSIA
Executive Creative Director: Gigi Lee (Y&R)
Copywriter: Boone Wong (Y&R)
Copywriter: Andrea Yap (Y&R)
Copywriter: Azeril Johari (Y&R)
Art Director: Nikken Chong (Y&R)
Art Director: Hor Yew Pong (Y&R)
Art Director: Foo Guan Foong (Y&R)
Art Director: Gigi Lee (Y&R)
Art Director: Emily Tan/Jillyn Cheoh (Y&R)
Photographer: Wizard Photography (Y&R)
Illustrator: Cue Art/Poco Homemade ()
Illustrator: Emily Tan/Chew Lee Chin (Y&R)
Illustrator: Jillyn Cheoh/Man Man (Y&R)
Designer: Emily Tan/Loh Gan Kai (Y&R)
Typographer: Nikken Chong/Emily Tan/Loh Gan Kai/Poco Homemade (Y&R)
Account Supervisor: Michelle Tan (Y&R)
Assistant Manager: Chung Yaw Hwa (Penguin Books Malaysia)
Regional Head Of Copy: Edward Ong (Y&R)
Creative Group Head: Hor Yew Pong (Y&R)
Brief Explanation
The client wanted to showcase their variety at the upcoming KL International Book Fair. However, in an ADD marketplace with dozens of competitive publishers we had to grab attention, while at the same time speak to those who may have pigeon-holed us to a certain role.
Describe the brief from the client
Most people associate our brand with Penguin Classics, and the range had been doing well. Now, the client wanted to tell readers about the exciting titles available in other categories.


Describe the creative solution to the brief/objective.

We wanted to create a distinct visual identity that reflected the wide range of products, without sacrificing the familiarity of the brand. We found the solution right under our noses, or rather, on our spine.


Describe the results in as much detail as possible.

As the campaign is still in its early stages, results (in terms of sales and perception) are currently being tabulated.