Penguin Books: AUTHOR HEADPHONES

Credits & Description:

Type of entry: Graphic Design & Design Crafts
Category: Posters
Advertiser: PENGUIN GROUP(INDIA)
Product/Service: AUDIOBOOKS
Agency: McCANN WORLDGROUP INDIA Mumbai, INDIA
Finishing Artist: Kuldeep Soni (McCann Worldgroup)
Finishing Artist: Anil Sharma (McCann Worldgroup)
Illustrator: Lamanoestudio.cl (Lamanoestudio.cl)
Senior Visualiser: Nobin Dutta (McCann Worldgroup)
Art Director: Talha Nazim (McCann Worldgroup)
Art Director: Rohit Devgun (McCann Worldgroup)
Copywriter: Rohit Devgun (McCann Worldgroup)
Copywriter: Talha Nazim (McCann Worldgroup)
Creative Director: Rohit Devgun (McCann Worldgroup)
Creative Director: Talha Nazim (McCann Worldgroup)
Executive Creative Director: Ashish Chakravarty (McCann Worldgroup)
National Creative Director: Prasoon Joshi (McCann Worldgroup)
Brief Explanation
We need to tell book readers that, unlike reading a book, listening to a book was closer to the real experience of hearing what writers had to say.
Describe the brief from the client
Book readers are increasingly finding that their attention spans are getting smaller and smaller. So are the revenues of Penguin audiobooks section. Let's find an arresting way to lure book readers into becoming book listeners. Thus, making both parties happy.

Design Process
What better way to demonstrate the benefit of audiobooks than show that book lovers are getting it straight from the horse's mouth, or in this case, the mouth of the writers, i.e. William Shakespeare, Mark Twain & Oscar Wilde. Also, since this was about getting the real story, we preferred realistic illustrations of the writers (whispering) in the form of headphones to make the communication more compelling.

Results
In less than a week from the release, awareness of Penguin audiobooks increased by 15%.
7% more audiobooks sold in a matter of few days.