Penguin: Change Direction, 5

A book can change the story of your life.

Advertising Agency: Y&R, Beijing, China
Executive Creative Director: Nils Andersson
Creative Directors: Ronnie Wu, Donghai Liu
Art Directors: Candy Wang, Ronnie Wu, Jianjun Geng, Nils Andersson
Copywriters: Gao Han, Donghai Liu, Nils Andersson
Account Service: Charles Sampson
Designer: Bruce Xie
Illustrator: Dushan Milic

April 2013


certaintly's picture
3994 pencils

pretty confusing as to what it's saying

kleenex's picture
41182 pencils

Read one book and you can become great. Do not read book and you go to jail or die early...

certaintly's picture
3994 pencils

i really really dont think that's what theyre trying to say.

dont read a book and you go to jail or die early?
that's just stupid.. why would you die early if you dont read a book? or go to jail?

uncertaintly's picture
223 pencils

Meh. I agree with the copy, not with the execution.

fangoleon's picture
8595 pencils


monoliz's picture
1304 pencils

i like the insight and concept of execution, maybe better execution could make it perfect's picture
59 pencils

How I wish I could change my life by just a book.

Life itself doesn't have meaning, which should be created by ourselves.

new_Ogilvy's picture
112 pencils

so weird and confusing, and its over promising.

dotunbello's picture
148 pencils

Basically states that all it takes is one book to inspire..

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