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Penguin Frozen Storybook

basics
Industry: Media & Publishing
Media:Design & Branding
Market:China
Style: Minimalism
descriptioncnen
Outcome

Over 16,500 books were pre-ordered within 1 month, which was 85.6% beyond expectations. There was also a 35% increase in brand awareness. And the books were selected as an environmentally friendly read by a number of preschool organizations.
Execution

The warmer things got, the more its images disappeared, leaving only an important message inside the final page. ‘Where is our home now? Global warming affects the habitat of penguins and their friends.’
Strategy

Create the worlds first Frozen Book. Made from special inks, the book reacted to temperature.
Synopsis

Global warming is dramatically affecting the colder regions of our planet and the animals who live there, in particular.
CampaignDescription

What better way to safeguard their future, than by helping children to understand those very issues.
credit
Brand:
Agency:
Executive Creative Director:
Copywriter:
Art Director:
Illustrator:
Production Company:
Producer:
Director:
Director of Photography:
Editing:
Other credit:Entrant Company: TBWA\SHANGHAI, China
Media Agency: TBWA\SHANGHAI, CHINA
Asia Creative President & Greater China President and CCO, Nils Andersson, TBWA\ Shanghai
Marketing And Communications Manager, Anny Wu, TBWA\ Shanghai
Project Supervisor, Cuiqin Mo, AU79 Communications
Digital Producer, Partrick Ha, TBWA\ Shanghai
Sales Executive, Martin Li, RR Donnelley Asia
Project Manager, Stacy Yuan, RR Donnelley Asia
awards
The One Show 2018
Merit Design
Innovation in Design / Print
Cannes Lions International Festival of Creativity 2017
Bronze Entertainment
Innovation in Brand Experience
Cannes Lions International Festival of Creativity 2017
Shortlist Design
Publications & Editorial Design
Cannes Lions International Festival of Creativity 2017
Shortlist Design
Books
Cannes Lions International Festival of Creativity 2017
Shortlist Direct
Art Direction / Design
Cannes Lions International Festival of Creativity 2017
Shortlist PR
Media & Publications
Cannes Lions International Festival of Creativity 2017
Shortlist PR
Business Citizenship / Environmental
Cannes Lions International Festival of Creativity 2017
Shortlist Print & Publishing
Books
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