Penguin Books are often associated with just the literary classics. An advertising and design campaign launched at the 2012 KL International Book Fair in Kuala Lumpur in Malaysia reminds readers and potential readers that Penguin Books has a lot more to offer. The classic Penguin logo is transformed into vibrant, genre-specific icons for fairytales, hobbies, languages, music, travel, architecture, gardening, graphic novels and science fiction. Each piece spoke volumes about what Penguin has to offer, using beautifully crafted visuals. The work was applied across a range of mediums, including bookstore shelf separators, instore and outdoor posters. The campaign has won Gold for Design (Art Direction) at the London International Awards, following on from local success at the Kancils: gold for Design (Corporate & Brand Identity), and Silver Outdoor Lion at Cannes International Festival 2012.
The More Than Just the Classics campaign was developed at Y&R Malaysia, Kuala Lumpur, by executive creative directors Gigi Lee and Marcus Rebeschini, creative group head/art director and illustrator Hor Yew Pong, regional head of copy Edward Ong, copywriters Boone Wong, Andrea Yap and Azeril Johari, art director/designer and illustrator/typographer Emily Tan, art director/designer and illustrator Jillyn Cheoh, art directors Nikken Chong, Foo Guan Foong and Joshua Tay, design director Gigi Lee, illustrators Cue Art, ManMan Tan, Chew Lee Chin, typographer Loh Gan Kai, print producer TL Tan, account director Michelle Tan working with Penguin Books Malaysia marketing director Chung Yaw Hwa.
The campaign was produced at Wizard Photography, Kuala Lumpur, with color separation done at Far East Offset & Engraving. Props were constructed bat Y&R Creative and Poco Homemade by Leng Tieng Chai and Siew Yuet Kie.