Penguin
The Good 'ol Days
D&AD 2023: New Blood Submission/
Speculative Campaign
The heritage brand wants its visual identity cemented with Gen Z readers, along with a reinvented merchandising strategy.
We created a powerful sense of nostalgia for the simpler times among Gen Z readers through the senses. When they think of the good ‘ol days, they also fondly remember Penguin.
The Approach
With Love,
From Penguin
Books purchased in store or online come with a free embossed postcard, featuring quotes that relate to Gen Z’s struggles with identity and meaning in an ever-increasing digital world. Prepaid postage included.
To Keep & Remember
Smells Like Memories
Penguin collaborates with Floral Street – Britain’s leading perfumer – to create limited edition clean, sustainable fragrances based on the genre of select novels.
Tender Voices On Vinyl
Vinyl records are making a comeback with Gen Z. Penguin releases hour-long records from select authors about their lives and how they were inspired by books growing up. This will create a powerful auditory link to the brand.
Vinyl Record 1.m4v
"I met Nikhil through LinkedIn. We spoke for a bit and traded emails and portfolio links. This has been an amazing collaboration and I'm proud of the work we did."
