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Gripping, 1

Campaign
Agency Network: 
Published/Aired: 
February 2009

Description

Print advertisement created by DDB, Hong Kong for Penguin, within the category: Media.

Advertising Agency: DDB Hong Kong

Creative Directors: Paul Chan

Copywriters: Paul Chan, Jay Lee

Art Directors: O’ Poon, Fei Leung   

Photographer: Steve Wong

Retouchers: Bon Leung, Joe Kam
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ORISHAS76's picture

BUENO, DIRECTO, INTELIGENTE.

ORISHAS76
Activity Score 344
DarkSide's picture

I like it.

Visually it is the opposite of this one:
http://adsoftheworld.com/media/print/penguin_books_bus_stop

But the concept is different.
Well done execution.
Congratulations

DarkSide
Activity Score 1066
Other
everartz's picture

i prefer the one in the link, its closer to reality than the vacant city scene here, but this one and although its the opposit, its still working for me but not great.
--
Everartz

everartz
Activity Score 7613
Art Director |

| everartz |

Guest's picture

Malo, indirecto, estúpido.

Guest
Scam Detector's picture

Por ché?

Scam Detector
Activity Score 1048
General Manager
Guest's picture

Guarda ahi con el sweet chap!

Guest
sneakyhands's picture

elegant. i think this one is my favorite, because our hero is captivated by something other than the signage screaming for his attention. i didn't really notice the empty streets until i saw the other two.

sneakyhands
Activity Score 1857
Copywriter
Lecter Lecaros's picture

Nice, the concept reminds me the one that won in cannes though, (people disapear, great idea and execution.

Lecter Lecaros
Activity Score 564
Creative Director at JWT |

http://lecarosmatias.wix.com/home

Guest's picture

I felt it could have been stronger. Maybe put something more interesting next to him than an empty street with stores that all look the same? I'd be more interested in the book too. How about an elephant balancing on a ball?

Also, not even putting any words assumes the viewer knows the Penguin brand and that they publish books. If they don't, this ad is so meaningless it's not even funny.

Guest
remotedt's picture

i'm not 100% sure about this... i've never been to hong kong, but... i think the whole point is that this particular area is normally mobbed with people. the book makes all this irrelevant and keeps the reader's attention so well that he is completely unaware of his surroundings. assuming this campaign is used only in hongkong... i think it works perfectly.

remotedt
Activity Score 92
graphic designer
Guest's picture

If you know Hong Kong (where Penguin has its stores), this is a very good ad.

Guest
Guest's picture

boring

Guest
Guest's picture

Love the photography.

Love the concept.

Must have been a nightmare to retouch !

Winner all the way!

Guest
Guest's picture

wickedness !

Guest
Guest's picture

If this get anything in Cannes, I quit!!!

Guest
Guest's picture

Quit what? Your job as a 1st year junior copywriter? What a loss this would be...

Guest
Guest's picture

get ready to quit boy !

it's got cannes written all over it.

Guest
Guest's picture

Cannes my ass. Why the hell would you go out to town if you want to escape the crowd? Stay at home. I've never seen anyone reading on a busy street, bridge or in front of shops & pubs. Come on, get a life.
The proposition of escape is done countless times.
These ads puts me to sleep just like what a bad book does. It will never win any awards.

Guest
Scam Detector's picture

I'm also getting sick of "award!" and "Cannes!" comments but this campaign is not bad. It's not about escaping the crowd but about forgetting everything around you.

Scam Detector
Activity Score 1048
General Manager
Whitefang's picture

this won't do anything, the link posted above did this thought and did it better.

Whitefang
Activity Score 509
Guest's picture

How? Please, inspire us with your wisdom.

Guest
Guest's picture

I think you will never read in that spot. But I like the photography a lot.

Guest
Guest's picture

"When we read a book, we live in our own world"

Great idea, like it =)

Guest
Guest's picture

Do you guys read? Do you guys ever read a great book it got all your attention even someone come close to you and you don't even notice? i guess this is what this campaign talks about. i think for those who don't get it, they either don't read at all or having a terrible taste on picking the right book. Do you want me to write a book list?

Do some reading dude, even once in a while.

Guest
Guest's picture

Proposition is not fresh.
No need to comment the work then.
Sorry.

Guest
Scam Detector's picture

Your comment is not so fresh either.

Scam Detector
Activity Score 1048
General Manager
Guest's picture

wow, difficult (the team)

Guest
Guest's picture

i'm pretty sure these will pick up at Cannes, D&AD, One Show and at the Oscars, because they're award-friendly.

but let's face it, awards are just for wannabes.

Guest
Scam Detector's picture

Oh, as in money doesn't make you happy, but it's really nice to have lots of it.

Scam Detector
Activity Score 1048
General Manager
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