In early spring 2022, University of the Arts London collaborated with D&AD for their prestigious New Blood Awards.
Out of a wide range of briefs, my team and I chose one that best resonated with us, set by Penguin Books UK -
'How can Penguin make books and reading an unmissable part of pop culture?'
Welcome to Penguin Sneak Peek, an experience which introduces easily accessible bite-sized reading to our viewers. Our campaign thrives on typographically and visually rich graphics that captivate the viewer, making them curious about the conversation in these creatives.
Our aim was to give our audience content without context. We picked books from pop culture, for wider reach and understandability - referring to famous characters instantly connects with anyone and sparks nostalgia.
Sneak Peek's brand narrative follows a unique messaging style and is framed to seem like a peek into a conversation between two friends gossiping about book characters while portraying these characters as friends. This allows the user to be the voyeur in the discussion, satisfying the side of them that gets intrigued by gossip.
The conversation ends abruptly by having a spoiler-rich portion ripped off and replaced by with a Penguin sticker. To continue, the user will need to scan the QR code that takes him to Peeky, our WhatsApp chatbot.
Peeky then gives the user a taste of bite-sized reading and further allows the user (with respect to consent) to pick a book from Penguin's array of incredible books. All this in one tap!
Watch the final resolution here:
In collaboration with: Carolina Alatriste, Shraddha Agrawal & Shreya Chatterjee
At: London College of Communication, University of the Arts London
