Penguin: Tokyo

Advertising Agency: DDB Hong Kong
Executive Creative Director: Jeffry Gamble
Creative Directors: Paul Chan
Copywriters: Paul Chan, Jay Lee
Art Directors: O' Poon, Fei Leung
Photographer: Steve Wong
Retoucher: Bon Leung

February, 2010


xcreativity's picture
2374 pencils

some copy would be better in my opinion

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Alexandre Brito
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hufflepoff's picture
430 pencils

Yeah bit lost without copy. Its like you're waiting for the pay off line

roel_bogers's picture
84 pencils

The others from this serie do need a pay off line.
But this one doesn't... very, very strong! The visual is amazing and is the message itself. Peace and silence.
What you see here is that famous crossing in Tokyo where hunderds of people cross the steert at any given time. But this time there is not a soul in sight, awesome!

talkingisfree's picture
2710 pencils

No copy needed!

miko1aj's picture
3086 pencils

of course – NO COPY here. It's great; both – insight and execution.

raghavendra's picture
232 pencils

this ad is ambiguous in meaning...copy definitely required

Carlos Garcia's picture
Carlos Garcia
847 pencils

Copy would have made it a lot better.


Imagepro's picture
112 pencils

At least something.. I don't know what's he reading, I don't recognize the logo or brand. Therefore I don't get the point. Besides, the silence... A web address would fit great with the logo.

silvi's picture
4172 pencils

not original

alejulimaty's picture
842 pencils

you don´t need a copy to understand that when you read there´s nobody out there, there´s no noice.

Direstion's picture
115 pencils

and the copy is the book itself

archiwan's picture
55 pencils

can someone tell me what Penguin Tokyo means? i thought this ad is selling Toyota or Tower Records...?nope?

hermotsura's picture
254 pencils

archiwan, you're missing the point, mate. the figure is the key component of the picture. That, and the empty streets. i think it's pretty clear

in my opinion, however, the idea's pretty trite. yeah yeah, on books & escapes... blah blah blah

i like the manipulation work on the photo, but it's kind of the same thing with different backgrounds. you see one, you'v e seen them all... besides, all three people are standing. why? i don't see a reason why the girl with the backpack is not sitting on a curb or something. or one of the guys on a bench/steps. i guess the idea is that those books are so magnetic and enchanting, that they just stop mid-stride. only, they're not walking and that's obviously not the idea. ok, maybe this one looks like he's almost walking, a bit of a stiffer but for the sake of argument, i can accept that. howeva, the other two fellas are pretty static.

to me these people kinda look like they're waiting for a friend and since they're mighty bored, they opened a book. 20 seconds later the friend comes and they return to their more interesting lives.

i like those, but there's nothing exceptional about them.

Corbeen's picture
1093 pencils

I agree.. If they were in the chair or something.. that would have been much better. I hate that they are standing. maybe even laying on the street would be enough..

mrckais's picture
417 pencils

i think it needs a good copy because there are so many steps to get the idea


brandingworthspreading's picture
648 pencils

No need for a copy!!!! Do you know what penguin is?

Eri M's picture
Eri M
82 pencils

Escape into a book. Really nice, no need for copy at all.

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