Junior Copywriter
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The Unconventional
Project Type
Integrated marketing campaign: Brand identity, copywriting, OOH, social media and creative direction
Date
April 2023
Role
Copywriting, ideation, research, designing
Full project
D&AD brief portfolio for Penguin Books by Hannah Craven & Angelica Monteiro.
BRAND
Penguin Books
BRIEF
To develop a new merchandise identity and at least 3 products and media channels that will appeal to Gen Z and enhance their reading experience, while keeping in line with Penguin's mission to establish themselves as 'books for everyone'. Oh! And remember to make them sustainable!
INSIGHTS
Through research it was found that 55% of Gen Z readers read at least once a week, and 60% actively look for books, comics or stories that highlight marginalised groups. 67% of them chose a mobile phone as their preferred medium for reading. 79% believe diversity and inclusion influence what they watch or read (Wattpad, 2021). Moreover, 68.6% of Gen Z readers support brand expression (YouGov, 2023).
THE IDEA
To offer Gen Z a rounded reading experience while maintaining Penguin's legacy.
Copywriting done by Angelica
Video editing done by Hannah
