Penguin Random House
D&AD Brief
The Ask: Fire up Gen Z fandom through Penguin merchandise
AD & CW: Chloe Bautista and Sophie Schneider
While You Read
Penguin has always made books for everyone, because a book or story can change your mood, your mind, or your life. For whatever reason you choose to read — reading is a healthy escape from the stress of everyday life. Gen Z readers are no different: motivated to read by escape, self-improvement, and social connection.
Penguin wants to enhance the environment of your reading experience, transporting you into the story while you read.
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Curated Candles
A carefully curated aromatic experience for a select and limited edition release of books. With small candles connected to chapters, readers can burn an aroma to transport themselves into the story through scent.
Set the Scene Records
Limited edition releases of records with playlists to set the scene and get your mind into the story. Records will come with unique book cover designs - to be kept and displayed as a collectible.
Book Pillows
While you curl up with your favorite read, allow yourself to get comfy with your new favorite pillow to match. Limited Edition book pillows - foldable that expand to a popular quote and surface to rest your book.
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Experiential Display
All the elements together makes for the perfect reading room - all curated to bring you into the book. A pop up installation around urban cities will take you out of the hustle and bustle of your daily lives and into a realm of popular Penguin stories.
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