A book can take you anywhere.
How can Penguin bring books back to the fore? Break books into the mainstream cultural conversation and play with their content in formats not traditionally associated with books to encourage occasional book buyers to engage with them on a deeper level.”
TASK
Reading allows you to travel to destinations, explore different cultures, and even time travel between eras. It does all of this without moving your feet. Reading is the fastest way to understand different perspectives, people, and places.
INSIGHT
Combine reading with the idea of Travel. We all, especially those from Gen Z, want to travel, but expensive tickets and busy schedules often prevent us from doing so. This is why Penguin launched its new Campaign, “Travel with Penguin.” It promotes you to pick up a book about a place you are curious about and learn through it. There are two parts to the campaign.
SOLUTION
Ideation
Development
Visual Design
Illustration
Prototyping
DELIVERABLES
Utilising Kayak’s website and their ad space to promote the campaign as it ties together perfectly.
While the user searches a place they want to visit, they will come across the penguin ad. The design will be similar to their web interface so that it looks very intentional and invokes the curiosity of the user as the prices will be very low in comparison to what the price of booking a hotel or ticket is. When they click on it, it will lead to them a book recommendation for the place they wanted to visit.
The website has also been redesigned to look similar to travel and airline websites.
KAYAK AD SPACE
Penguin promotes their books by refurbishing an old airplane and turning it into a library that travellers can access. The sky library would fly to different international airports every month so that people all over the world can experience it.
SKYBRARY
