Problem:
This brief called for a London Underground poster campaign to revitalise Penguin in conjunction with the launch of the Elizabeth line. In light of their previous campaigns, they were willing to take a new direction, as they were aware that they were losing out to short-form digital content.
Solution:
I decided to side-step their past attempts at marketing books and pivot instead to spotlighting knowledge. Co-ordinated with the launch of the Elizabeth line, I sought to show readers the value reading can offer in just the length of their commute. Through transport-related tone-of-voice and prominent historical figures, I aimed to encourage viewers to use their phones not for scrolling, but to engage with a campaign that has their best interests at heart.
