Agency Network: 
February 2010

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

Advertising Agency: DDB Hong Kong
Executive Creative Director: Jeffry Gamble
Creative Directors: Paul Chan
Copywriters: Paul Chan, Jay Lee
Art Directors: O' Poon, Fei Leung
Photographer: Steve Wong
Retoucher: Bon Leung

Comments (17)

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xcreativity's picture
Activity Score 2374

some copy would be better in my opinion

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Alexandre Brito
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hufflepoff's picture
Activity Score 430

Yeah bit lost without copy. Its like you're waiting for the pay off line

roel_bogers's picture
Activity Score 84

The others from this serie do need a pay off line.
But this one doesn't... very, very strong! The visual is amazing and is the message itself. Peace and silence.
What you see here is that famous crossing in Tokyo where hunderds of people cross the steert at any given time. But this time there is not a soul in sight, awesome!

talkingisfree's picture
Activity Score 2712

No copy needed!

miko1aj's picture
Activity Score 3086

of course – NO COPY here. It's great; both – insight and execution.

raghavendra's picture
Activity Score 232

this ad is ambiguous in meaning...copy definitely required

Carlos Garcia's picture
Carlos Garcia
Activity Score 847

Copy would have made it a lot better.


Imagepro's picture
Activity Score 112

At least something.. I don't know what's he reading, I don't recognize the logo or brand. Therefore I don't get the point. Besides, the silence... A web address would fit great with the logo.

silvi's picture
Activity Score 4172

not original

alejulimaty's picture
Activity Score 842

you don´t need a copy to understand that when you read there´s nobody out there, there´s no noice.

Direstion's picture
Activity Score 115

and the copy is the book itself

archiwan's picture
Activity Score 55

can someone tell me what Penguin Tokyo means? i thought this ad is selling Toyota or Tower Records...?nope?

hermotsura's picture
Activity Score 254

archiwan, you're missing the point, mate. the figure is the key component of the picture. That, and the empty streets. i think it's pretty clear

in my opinion, however, the idea's pretty trite. yeah yeah, on books & escapes... blah blah blah

i like the manipulation work on the photo, but it's kind of the same thing with different backgrounds. you see one, you'v e seen them all... besides, all three people are standing. why? i don't see a reason why the girl with the backpack is not sitting on a curb or something. or one of the guys on a bench/steps. i guess the idea is that those books are so magnetic and enchanting, that they just stop mid-stride. only, they're not walking and that's obviously not the idea. ok, maybe this one looks like he's almost walking, a bit of a stiffer but for the sake of argument, i can accept that. howeva, the other two fellas are pretty static.

to me these people kinda look like they're waiting for a friend and since they're mighty bored, they opened a book. 20 seconds later the friend comes and they return to their more interesting lives.

i like those, but there's nothing exceptional about them.

Corbeen's picture
Activity Score 1093

I agree.. If they were in the chair or something.. that would have been much better. I hate that they are standing. maybe even laying on the street would be enough..

mrckais's picture
Activity Score 417

i think it needs a good copy because there are so many steps to get the idea


brandingworthspreading's picture
Activity Score 648

No need for a copy!!!! Do you know what penguin is?

Eri M's picture
Eri M
Activity Score 82

Escape into a book. Really nice, no need for copy at all.