Penguin Books needed to appeal to Gen Z readers. We proposed connecting young readers via Huddle, an online community named after a grouping of penguins designed to bring fans of various genres together.

Penguin Books

OUT OF HOME

Scanning the QR code led to whatkindru.com where you take a quiz to discover what kind of Penguin you are based on your reading preferences. From there, you’re invited to join Huddle.

Penguin Print QR Penguin Book Store (1).jpg
Penguin Print QR Penguin Sticker (1).jpg

GUERILLA

Penguin sightings encouraged participation in unexpected places.

Penguin Print QR Penguin Parade Float.jpg
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PenguinSighting_ParkBench.png
PenguinSighting_SubwayPlatform.jpg

IN-STORE POSTERS

We piqued interest by displaying posters at point of purchase in bookstores.

Penguin Poster F&L.jpg
Penguin Poster Fabio.jpg
Penguin Poster PENGLET.jpg
Penguin Poster WOTW (2).jpg

TRANSITION FROM LANDING PAGE TO APP

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