More people associate our brand with just the classic. We need to tell readers and non-readers alike that Penguin has a lot more to offer.
We helped bookstores categorise their range of titles with genre-specific Penguin separators. Each separator was carefully crafted to distinctly illustrate the mood and vibrancy of that particular genre. So no matter what shoppers were looking out for, they can’t help but notice that Penguin offers more than just classics.
The campaign was launched amidst the largest gathering of book lovers at the Kuala Lumpur International Book Fair 2012.
More Than Just The Classics
Penguin Books Malaysia
Creative Group Head
Hor Yew Pong
Regional Head of Copy
Hor Yew Pong, Nikken Chong, Foo Guan Foong, Emily Tan, Jillyn Cheoh, Joshua Tay
Boone Wong, Andrea Yap, Azeril Johari
Emily Tan, Jillyn Cheoh, Loh Gan Kai, Chew Lee Chin
Cue Art, Emily Tan, Jillyn Cheoh, Hor Yew Pong, Man Man Tan
Emily Tan, Loh Gan Kai
T L Tan
Far East Offset & Engraving Sdn Bhd
Y&R Creative, Poco Homemade, Leng Tieng Chai, Siew Yuet Kie