Penguin Books: Gripping, 2

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

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18 comments

Guest's picture
Guest

if i get the idea, i like it.. but its very softly speaking, which is directly the thing why i like it

Fabio Eymael's picture
Fabio Eymael
182 pencils

Cool - Its Hong Kong. Where are he people? Where are the cars? She is reading her book, nothing will disturbe.

I don't get it in my first look...

Guest's picture
Guest

took me a while to geddit too. but once i got it, it put a smile on my face.

best campaign i've seen for some time.

well done !

adhythya's picture
adhythya
8 pencils

ehm... xclent.
i feel like that while i'm reading.
just me and the book.
peacefull!!

ehm...

picktokyo's picture
picktokyo
1404 pencils

err.. dun like it. I dont want that benefit. Singapore did it better in "Escape to a book" campaign.

fotdot's picture
fotdot
659 pencils

Not good. I think they forgot to add the janitor to the credits, because this is simply rubbish. Sorry.

Guest's picture
Guest

poor, boring,shit

jackblack's picture
jackblack
2230 pencils

Close but no cigar. There's simply no way a client these days would run a campaign like this. Unless of course the agency pays for it. But even then, unlikely.

Guest's picture
Guest

So how would you get the cigar, jackblack?

Guest's picture
Guest

You stupid suit. You stupid stupid suit. You stupid stupid stupid suit. I feel soory for you. Has you wife/girlfriend left you yet?

jackblack's picture
jackblack
2230 pencils

The concept is weak at best. The scenes should have been globally identifiable cities with heavy pedestrian traffic so it is very clear what is happening. Especially since there is no headline or themeline to speak of, the visual has to nail it to get the message across. That's why this campaign stops short. It's obviously targeted at an award show jury, rather than the consumer. Nothing wrong with that, but if you're going to do scam it's got to be stellar. Sorry, this is not.

Guest's picture
Guest

nice concept: when you read there is nothing else around you.

elegant

Guest's picture
Guest

is he eating her self or what do i have to use a magnifying glass just too se the idea.. damn.

Guest's picture
Guest

damn.. magnifying glass please

Guest's picture
Guest

the last year campaign was much stronger than this.

Guest's picture
Guest

Think its ok but as someone said, the previuos campaign was better

mark3r's picture
mark3r
1940 pencils

Smart!

:::MARK3R:::

Guest's picture
Guest

you think is ok?
boring

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