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Penguin Classics Radio - 'Green Cover'

Industry: Media & Publishing
Market:South Africa
Style: Minimalism

The Penguin Classics Collection is comprised of some of the world's most acclaimed authors. It includes the writing of Woolf, Kafka, Tolstoy, Wells, Nabakov, Satre and more. The covers of the books are as simple as the writing is complex. They are made up of two squares of flat colour (a different colour for each book) separated by a white ribbon in the middle to carry the Penguin Classics logo device.Exclusive Books is South Africa's largest chain of book stores.

This radio commercial is part of a campaign for Exclusive Books to promote the Penguin Classics collection - a series of books featuring some of the world's best writers packaged in very plain covers.It imagines how Franz Kafka might have described the colour of his own Penguin Classics book cover. And aims to demonstrate that when the writing is good enough, a plain cover is all you need.

KAFKA:On the outside it is of the most peculiar colour. Like the leaves of the old oak that stands alone near the top of Petrin Hill. It had taken root too far from water and so was never as lush and bright as you would expect of a tree its size. Even in Spring it had an insipid tone. There were two squares of it. And like the tree, surrounded by exuberance, it was the muted colour that would draw your attention. Provoking neither joy nor sorrow. Like overcooked beans or cold cabbage soup. ANNCR: Franz Kafka in the plain green cover, because sometimes words are all you need. The Penguin Classics collection. Available at Exclusive Books nationwide.
Executive Creative Director:
Creative Director:
Account Supervisor:
Production Company:
Other credit:Entrant Company: FCB CAPE TOWN, South Africa
Radio Producer, Nicola Davidsson, FCB Cape Town
Sound Engineer, Arnold Vermaak, We Love Jam
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