This is an interesting print advertisement campaign launched by Penguin to promote its brand name and to strengthen and broaden its consumer base. Following its intellectual aspect, the book publisher is trying to portray that its books are people’s best companion and an instrument to utilize spare time when most of the people spend it on virtually doing nothing. The advertisements are showing some situation where people are waiting either for their turn or arrival of destination and in these conditions when people spend their time in doing nothing a person with a Penguin book remains engrossed in it.
The presentation of the advertisement is extremely simple and lucid that comfortably communicates the idea. The art direction in the campaign has been actually superb along with a perfect execution. The campaign was created by Saatchi & Saatchi, Singapore. The Executive Creative Director of the campaign was Andy Greenaway and the art direction was done by Richard Copping.
Via Twenty Four
