Penguin Books China launched a print advertising campaign in Hong Kong earlier this year showing normally busy streets as empty but for solitary readers. No cars. No pedestrians. Just a world accessed via a Penguin novel. Despite the “Gripping Novel” campaign being in for an award at the Clio Awards 2009, a number of people in the creative industry don’t appreciate it, judging from the comments at Ads of the World.
The Hong Kong Penguin Readers campaign was developed at DDB Hong Kong by creative director Ruth Lee, creative director/copywriter Paul Chan, creative director/art director O’ Poon, art director Fei Leung, copywriter Jay Lee, photographer Steve Wong, retouchers Bon Leung and Joe Kam.