penguin

this project was entered in the D&AD New Blood Awards 2022.

the challenge

unlike other culture we consume, reading is a solitary experience. penguin wants to break books into mainstream conversation and make reading an unmissable part of pop culture.

the insight

rumors ignite social curiosity.

the idea

penguin spreads gossip from some of the most scandalous storylines, building curiosity and keeping audiences wanting more. we draw inspiration from pop-culture sensation Gossip Girl and leverage the e-blasts that made the iconic show the success it still is.

the team

copy: me

art direction: aarti thamma