| Título | Always Read The Label |
| Agencia |
Mustoes
|
| Campaña |
Always Read The Label
|
| Anunciante |
Penguin Books
|
| Marca |
Penguin
|
| Posted | Julio 2000 |
| Producto |
Corporate
|
| Sector Empresarial | Periódicos, revistas, libros
|
| Sinopsis | The ad is very minimalist in its art-direction deploying just two visual elements off a white backgound. The headline makes the point that the Penguin imprint serves as a guarantee of quality in choosing a book. The manner in which only half the logo appears is testament to both the boldness of the ad's execution and the recognizability of the Penguin device. |
| Filosofía | The task entrusted to Mustoe Merriman Herring Levy was to position Penguin as a purveyor of distinction, innovation and entertainment. The brand strategy for the advertising was to 'claim ownership of language and reading'. |
| Problema | Penguin Books is the leading publisher in the UK. To an extent, however, it had become a victim of its own success. The logo is so familiar, the famous old orange spines so prevalent that book buying consumers had begun to perceive Penguin as an old-fashioned brand. Penguin needed to move away from such school-room associations and create a public image more in keeping with its cutting-edge publishing output. |
| Medio |
Publicidad en revistas
|
| Mercado | Reino Unido |
| Director creativo |
John Merriman
|
| Responsable de conceptos / redactor |
Simon Hipwell
|
| Director artístico |
Dean Hunt
|
| Productora |
MMHL
|
