Penguin: D&AD New Blood Awards
The Challenge
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Channel Penguin's unique spirit of invention and accessibility to heighten the reading experience for 18-30 year olds.
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Develop a product, service, or experience that enhances the relationship with books for this audience.
My Role
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Project Manager
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Supervised project timeline to make sure tasks were done on time and met quality standards
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Edited The Girl on the Train VR video example
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Proofed and edited Voice-over copy
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Produced Voice-over recording
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Helped ideate and conceptualize the big idea
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Who Are We Talking To?
Penguin makes books for everyone, but this brief is specifically concerned with readers aged 18-30 years old. They enjoy books in much the same way as previous generations, but there are subtle differences.
They are time-poor and have grown up alongside the rise of the internet, social media and digital products. They are increasingly keen on ethical products, conscious consumption and having a positive impact in the world.
How to Heighten the Experience
Remember, this isn’t just about encouraging young people to read. They already have access to a wide array of book-related products. It’s about heightening the reading experience and creating a way for them to dedicate more time and headspace to it.
How can you connect with and understand what this audience might want the reading experience to be?
How to Celebrate
2020 marks Penguin’s 85th anniversary. Are there any ways that you could incorporate this celebration into your response?
The Important Stuff
You must show:
• Your solution: clearly explain your idea and how it would work
• How and where your audience will engage with your solution
• Your creative process: how you arrived at your solution; key insights from your research; a convincing rationale for your focus
If designing a product (digital or physical) you can also submit a prototype. Otherwise use animatics or other tools to show your idea in action.
Creative Work
