John Merriman
Creative Director at Area 23, An IPG Health Company
London, Großbritannien
TitelAlways Read The Label
Agentur
Kampagne Always Read The Label
Werbende Penguin Books
Marke Penguin
PostedJuli 2000
Produkt Corporate
Geschäftsbereich Zeitungen, Zeitschriften, Bücher
Story The ad is very minimalist in its art-direction deploying just two visual elements off a white backgound. The headline makes the point that the Penguin imprint serves as a guarantee of quality in choosing a book. The manner in which only half the logo appears is testament to both the boldness of the ad's execution and the recognizability of the Penguin device.
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
Texter
Art Director
Produktionsfirma

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