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AUTHOR HEADPHONES

AUTHOR HEADPHONES | Penguin Books | McCann Erickson
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basics
Industry: Culture, Recreation & Sport
Media:Design & Branding
Published:2012
Market:India
Style: Minimalism
descriptioncnen
Brief Explanation
We need to tell book readers that, unlike reading a book, listening to a book was closer to the real experience of hearing what writers had to say.

Describe the brief from the client
Book readers are increasingly finding that their attention spans are getting smaller and smaller. So are the revenues of Penguin audiobooks section. Let's find an arresting way to lure book readers into becoming book listeners. Thus, making both parties happy.

Design Process
What better way to demonstrate the benefit of audiobooks than show that book lovers are getting it straight from the horse’s mouth, or in this case, the mouth of the writers, i.e. William Shakespeare, Mark Twain & Oscar Wilde. Also, since this was about getting the real story, we preferred realistic illustrations of the writers (whispering) in the form of headphones to make the communication more compelling.

Results
In less than a week from the release, awareness of Penguin audiobooks increased by 15%. 7% more audiobooks sold in a matter of few days.
credit
Brand:
Agency:
Chief Creative Officer:
Executive Creative Director:
Creative Director:
Copywriter:
Art Director:
Illustrator:
Typographer:
Account Supervisor:
Advertiser's Supervisor:
Other credit:Senior Visualiser: Nobin Dutta
awards
Cannes Lions International Festival of Creativity 2013
Bronze Design
Posters
London International Advertising Awards 2013
Bronze Outdoor
Use of Illustration Campaign
London International Advertising Awards 2013
Bronze Outdoor
Art Direction Campaign
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