Penguin Books: Penguin Frozen Storybook [image] 2

Credits & Description:

AGENCY: TBWA\ / Shanghai
CLIENT: Penguin Books
ART DIRECTOR: Tony Fan / Changxu Liu
WRITER: Jason Jin / Kissa Lin / Su-yin Chong
CHIEF CREATIVE OFFICER: Nils Andersson
CREATIVE DIRECTOR: Jason Jin
ILLUSTRATOR: Hao Liu
PRODUCTION COMPANY:
DOINGFILMS / Shanghai
RR Donnelley Asia / Shanghai
DIRECTOR: hansel lu / Chenliang Zhao
PRODUCER: Patrick Ha / Johnson Gao / Yifan Wang
CREATIVE TEAM: Cuiqin Mo / Stacy Yuan / Martin Li
DESIGN FIRM: AU79 Communications / Shanghai
EDITOR: Yang Meng
EXECUTIVE CREATIVE DIRECTOR: Ronnie Wu
PHOTOGRAPHER: Rongyun He
SOCIAL MEDIA MANAGER: Anny Wu
TAGS: NON-PROFIT ORGANIZATIONS / CHARITIES / EDUCATION / GOVERNMENT
Campaign Description:
Create the worlds first Frozen Book. Made from special inks, the book reacted to temperature.
Outcome:
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.
Synopsis:
Global warming is dramatically affecting the colder regions of our planet and the animals who live there, in particular.
Strategy:
What better way to safeguard their future, than by helping children to understand those very issues.
Execution:
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.’.
Relevancy:
The world’s first frozen, heat-sensitive storybook for kids——THE LITTLE PENGUIN and the Disappearing Home. Using Thermo-color Dyes, the words, pictures of penguin, even the logo will start to “melt” out gradually, as the environment warming while reading.