Penguin Random House (D&AD Shift)

(created for D&AD Shift London 2022, with Theo Ahimana, Hallie Primus and Anisa Abdurahman)

This was for our Brief in a Day. We suffered many technical difficulties and clear spelling mistakes, but we managed to turn things out in the end.

Mockup print/OOH advert

INSIGHT
Fewer members of Generation Z (13- 25 year olds) read books constantly. Instead they spend more time on social media, often falling into cycles of “doom-scrolling.”

IDEA
To show books as a healthier alternative to social media and games, we decided to tell the smooth journey one could take if they spent time reading a book instead of scrolling. We especially thought this shift was ideal for commuters and young professionals.

EXECUTION
Ride the Penguin Line. A chapter can fit into an entire journey, so why interrupt it?