See the Influence of Books in this Penguin China Campaign
Leslie Chen — June 27, 2013 — Marketing
References: yr & adsoftheworld
Although reading is sometimes thought of as boring and only useful for studying, these Penguin China ads illustrate just how influential the written word can be.
Created by Y&R in Beijing, China for the international book publishing company, this campaign for Penguin China includes five ads that depict two different routes in determining how one's life can turn out. One of the images shows how a fascination with needles can either lead you towards a career in acupuncture or as a drug addict who ends up dead - a major difference that is influenced by a book on Eastern Philosophy.
If you've yet to be convinced of the power of reading, these Penguin China ads might just make you pick up a book and start believing.
Created by Y&R in Beijing, China for the international book publishing company, this campaign for Penguin China includes five ads that depict two different routes in determining how one's life can turn out. One of the images shows how a fascination with needles can either lead you towards a career in acupuncture or as a drug addict who ends up dead - a major difference that is influenced by a book on Eastern Philosophy.
If you've yet to be convinced of the power of reading, these Penguin China ads might just make you pick up a book and start believing.
Trend Themes
1. Influential Reading Ads - There is an opportunity to create more ads that emphasize how reading can change a person's life trajectory.
2. Book-induced Life Changes - Publishing companies can explore marketing campaigns that suggest using books to make positive changes.
3. Narrative-driven Advertising - Creative companies can develop campaigns that use storytelling as a way to inspire people to take action.
Industry Implications
1. Book Publishing - Companies can lead the trend in creating marketing campaigns that highlight the positive effects of reading.
2. Advertising - The advertising industry can create more narratives that highlight the impact of different choices that one could make.
3. Education - This industry has the chance to use these ads as teaching tools for younger audiences to illustrate the power of reading.
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