Penguin - "Alphabet"

Mustoes

Mustoes London, Großbritannien

3253

Titel	Alphabet
Agentur	Mustoes
Kampagne	Penguin
Werbende	Penguin Books
Marke	Penguin
Posted	Juli 2000
Produkt	Corporate
Geschäftsbereich	Zeitungen, Zeitschriften, Bücher
Story	Again the ad is very minimalist in its art-direction deploying just two visual elements off a white backgound. This ad is very much the lead execution in the campaign. It makes for the clearest expression of the claim of the advertising; that Penguin owns 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