Monday, August 20, 2007
Penguin: Escape Into A Book
"Escape into a book"
Agency: Saatchi & Saatchi, Singapore
Executive Creative Director: Andy Greenaway
Art Director: Richard Copping
Copywriters: Jagdish Ramakrishnan, Roger Makak
Photographer: Teo Studio/Corbis
Retouching: Kendrick Wong
Interesting advertising campaign from Penguin books shown in Japan. The campaign caught my eye as an alternate way to advertise books to today's consumer who lives a hectic, fast-paced life with little time to spare. Many people simply use the excuse they haven't the time to read so Penguin have positioned themselves, and their books, as an escape for those times in the day when you have to wait and have ten minutes to spare.
I found the art direction interesting here but question it's effectiveness - the shots are visually interesting and have a clear line of communication, 'these people are bored and waiting' but is the first thing you, as the audience notice, the book?