Title | Alphabet |
Agency | Mustoes |
Campaign | Penguin |
Advertiser | Penguin Books |
Brand | Penguin |
Posted | July 2000 |
Product | Corporate |
Business Sector | Newspapers, Magazines, Books |
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. |
Philosophy | 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. |
Media Type | Magazine |
Market | United Kingdom |
Creative Director | John Merriman |
Copywriter | Simon Hipwell |
Art Director | Dean Hunt |