Penguin Books: Gripping, 1

Advertising Agency: DDB Hong Kong

Creative Directors: Paul Chan

Copywriters: Paul Chan, Jay Lee

Art Directors: O’ Poon, Fei Leung   

Photographer: Steve Wong

Retouchers: Bon Leung, Joe Kam

29 comments

ORISHAS76's picture
ORISHAS76
344 pencils

BUENO, DIRECTO, INTELIGENTE.

DarkSide's picture
DarkSide
1066 pencils

I like it.

Visually it is the opposite of this one:
http://adsoftheworld.com/media/print/penguin_books_bus_stop

But the concept is different.
Well done execution.
Congratulations

everartz's picture
everartz
7609 pencils

i prefer the one in the link, its closer to reality than the vacant city scene here, but this one and although its the opposit, its still working for me but not great.
--
Everartz

| Everartz |

Guest's picture
Guest

Malo, indirecto, estúpido.

Toro's picture
Toro
1042 pencils

Por ché?

Guest's picture
Guest

Guarda ahi con el sweet chap!

sneakyhands's picture
sneakyhands
1857 pencils

elegant. i think this one is my favorite, because our hero is captivated by something other than the signage screaming for his attention. i didn't really notice the empty streets until i saw the other two.

Lecter Lecaros's picture
Lecter Lecaros
564 pencils

Nice, the concept reminds me the one that won in cannes though, (people disapear, great idea and execution.

Guest's picture
Guest

I felt it could have been stronger. Maybe put something more interesting next to him than an empty street with stores that all look the same? I'd be more interested in the book too. How about an elephant balancing on a ball?

Also, not even putting any words assumes the viewer knows the Penguin brand and that they publish books. If they don't, this ad is so meaningless it's not even funny.

remotedt's picture
remotedt
92 pencils

i'm not 100% sure about this... i've never been to hong kong, but... i think the whole point is that this particular area is normally mobbed with people. the book makes all this irrelevant and keeps the reader's attention so well that he is completely unaware of his surroundings. assuming this campaign is used only in hongkong... i think it works perfectly.

Guest's picture
Guest

If you know Hong Kong (where Penguin has its stores), this is a very good ad.

Guest's picture
Guest

boring

Guest's picture
Guest

Love the photography.

Love the concept.

Must have been a nightmare to retouch !

Winner all the way!

Guest's picture
Guest

wickedness !

Guest's picture
Guest

If this get anything in Cannes, I quit!!!

Guest's picture
Guest

Quit what? Your job as a 1st year junior copywriter? What a loss this would be...

Guest's picture
Guest

get ready to quit boy !

it's got cannes written all over it.

Guest's picture
Guest

Cannes my ass. Why the hell would you go out to town if you want to escape the crowd? Stay at home. I've never seen anyone reading on a busy street, bridge or in front of shops & pubs. Come on, get a life.
The proposition of escape is done countless times.
These ads puts me to sleep just like what a bad book does. It will never win any awards.

Toro's picture
Toro
1042 pencils

I'm also getting sick of "award!" and "Cannes!" comments but this campaign is not bad. It's not about escaping the crowd but about forgetting everything around you.

Whitefang's picture
Whitefang
509 pencils

this won't do anything, the link posted above did this thought and did it better.

Guest's picture
Guest

How? Please, inspire us with your wisdom.

Guest's picture
Guest

I think you will never read in that spot. But I like the photography a lot.

Guest's picture
Guest

"When we read a book, we live in our own world"

Great idea, like it =)

Guest's picture
Guest

Do you guys read? Do you guys ever read a great book it got all your attention even someone come close to you and you don't even notice? i guess this is what this campaign talks about. i think for those who don't get it, they either don't read at all or having a terrible taste on picking the right book. Do you want me to write a book list?

Do some reading dude, even once in a while.

Guest's picture
Guest

Proposition is not fresh.
No need to comment the work then.
Sorry.

Toro's picture
Toro
1042 pencils

Your comment is not so fresh either.

Guest's picture
Guest

wow, difficult (the team)

Guest's picture
Guest

i'm pretty sure these will pick up at Cannes, D&AD, One Show and at the Oscars, because they're award-friendly.

but let's face it, awards are just for wannabes.

Toro's picture
Toro
1042 pencils

Oh, as in money doesn't make you happy, but it's really nice to have lots of it.

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