| Titel | Love Letters |
| Agentur |
Mustoes
|
| Kampagne |
Penguin
|
| Werbende |
Penguin Books
|
| Marke |
Penguin
|
| Posted | Juli 2000 |
| Produkt |
Corporate
|
| Geschäftsbereich | Zeitungen, Zeitschriften, Bücher
|
| Story | Love Letters, like Alphabet and Always Read The Label, uses the distinctive Penguin cut of the Platelet font in orange out of white. It too boldly plays with the client logo - the only other branding device in the ad. Love Letters expanded the emotional territory occupied by the campaign to underscore Penguin's passion for language. |
| Philosophie | The task entrusted to Mustoe Merriman Herring Levy was to position Penguin as a purveyor of distinction, innovation and entertainment. The brand strategy for the advertising was to 'claim ownership of language and reading'. |
| Problem | Penguin Books is the leading publisher in the UK. To an extent, however, it had become a victim of its own success. The logo is so familiar, the famous old orange spines so prevalent that book buying consumers had begun to perceive Penguin as an old-fashioned brand. Penguin needed to move away from such school-room associations and create a public image more in keeping with its cutting-edge publishing output. |
| Medientyp |
Zeitschriftenanzeige
|
| Markt | Großbritannien |
| Creative Director |
John Merriman
|
| Texter |
Simon Hipwell
|
| Art Director |
Dean Hunt
|
