Penguin Books: Penguin Frozen Storybook [image]

Credits & Description:

Market: Shanghai
Agency: Tbwa\Shanghai
Entrant Company: Tbwa\Shanghai
Agency Network: Tbwa
Holding Company: Omnicom Group
Production Company: Doingfilms
Advertiser / Brand: Penguin Books
Production Company (additional): Au79 Communications
Production Company (additional): Rr Donnelley Asia
Asia Creative President & Greater China President And Cco: Nils Andersson
Executive Creative Director: Ronnie Wu
Group Creative Director: Jason Jin
Art Director: Tony Fan
Art Director: Changxu Liu
Copywriter: Jason Jin
Copywriter: Kissa Lin
Illustrator: Hao Liu
Editor: Yang Meng
Digital Producer: Partrick Ha
Producer: Johnson Gao
Pr: Anny Wu
Director: Hansel Lu
Director: Chenliang Zhao
Producer: Yifan Wang
Director Of Photography: Rongyun Ge
Project Supervisor: Cuiqin Mo
Sales Executive: Martin Li
Project Manager: Stacy Yuan
Describe the campaign/entry:
Made from special inks, the book reacted to temperature. What better way to safeguard their future, than by helping children to understand those very issues. The warmer things got, the more its images disappeared, leaving only an important message inside the final page. ‘Where is our home now? Global warming affects the habitat of penguins and their friends.’
Creative Execution:
Made from special inks, the book reacted to temperature, which gives children a vivid picture on what will happen if the ice decreases.
The whole book is illustrated in the style of water color showcasing a beautiful yet fragile atmosphere.
Indication of how successful the outcome was in the market:
Over 16,500 books were pre-ordered within 1 month, which was 85.6% beyond expectations. There was also a 35% increase in brand awareness. And the books were selected as an environmentally friendly read by a number of preschool organizations.
Conveying an important message to children that global warming affects the habitat of penguins and their friends by an interactive frozen book which they can read, touch, and feel the treasuries that our planet offers.