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Creative

These Beautiful Prints Bring Famous Penguin Novels to Life

Cheil Hong Kong and Beijing breathe new life into stories such as Dracula, Charlie & The Chocolate Factory and The Great Gatsby

These Beautiful Prints Bring Famous Penguin Novels to Life

Famous novels including Dracula, Charlie & The Chocolate Factory and The Great Gatsby are celebrated in a new campaign for publisher Penguin, created by Cheil Worldwide Hong Kong and Cheil Worldwide Beijing.

‘Lose yourself in a book’ draws on the idea familiar to fiction lovers everywhere – when you get into a good book, you lose yourself in a whole new world.

In five executions, running in print and poster form, different novels published by Penguins are celebrated with intricate detail forming a real doorway to the story. 

For F. Scott Fitzgerald’s The Great Gatsby, the poster shows an elegant 1920s couple drinking champagne against a backdrop of Art Nouveau-inspired patterns and a glittering party. In the Alice’s Adventures in Wonderland illustration we see Alice standing in a fantastical forest surrounded by elements from the book, from the White Rabbit’s pocket watch to the Mad Hatter himself.

Each illustration features the line ‘Lose yourself in a book’ and a subtle Penguin logo placement.




Paul Chan, CCO at Cheil Hong Kong, said: “Book publishers are operating in such a competitive environment so we really needed to come up with a fresh visual idea for Penguin that had its own clear voice while communicating all the excitement, richness and imagination of these famous stories. At the same time, they get the message out to a wider audience about the Penguin brand.”



Jenny Liu, marketing manager at Penguin Random House, said: “There’s nothing like losing yourself in a book and this campaign captures that feeling beautifully. The campaign is a striking representation of the Penguin brand and the meticulous craftsmanship is a symbol of our unwavering devotion to storytelling.”

The campaign is running on bus shelters as well as newspapers in Hong Kong.
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Client

Brand: Penguin Novels

Creative Agency

Creative Agency: Cheil Hong Kong and Beijing

Creative Director: Paul Chan, Wei Xu, Lili Jiang, Ivan Au

Art Director: Ivan Au, Tengtao Yuan, Zhengsong Qi, Changming Yang

Copywriter: Paul Chan, Wei Xu, Lili Jiang,Yuhan Zhao, Agnes Ho

Producer: Denise Chan

Account Director: Nancy Nan

Illustrator: Alan Wong, Lulu Chen, Kuri Huang, Junli Hu (YOWILL)

Category: Books , Media and Entertainment

Genre: Animation , Storytelling