Penguin

You Should Read a Book

Details

People are not reading books as much as they used to. Instead, we're spending a lot more time scrolling endlessly on social media. So we decided to meet our audience where they're at to help Penguin spread the love for books back to the world through a cheeky, social first PR stunt.


Details

People are not reading books as much as they used to. Instead, we're spending a lot more time scrolling endlessly on social media. So we decided to meet our audience where they're at to help Penguin spread the love for books back to the world through a cheeky, social first PR stunt.


Role

Art Director

Project Type

PR Stunt - Digital

People are reading less.

On average 12 people respond to a tweet with the phrase "You Should Read a Book" daily, making it a common insult on Twitter. We agree, everyone should read more books and luckily Penguin is here to help.

The Launch

On National Literacy Day (Sep 8th), Penguin responded to all those tweets with a relevant book recommendation which takes the user to a link where they can purchase the book. For the day of the launch these books were shipped to recipients at no cost.

After the Launch

To help future user book recommendations, we will create a page on Penguin's site. There, users will be able to input the URL of a Tweet which will match with a book and its Penguin.com listing.

Awards

D&AD - Wood

Team

AD Carol Benito

CW Ted Masterson
CW Anna Breinfalk






AD Carol Benito

CW Ted Masterson
CW Anna Breinfalk

©CAROL BENITO

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