Problem: Develop a new merchandise identity for penguin, to appeal to Gen z readers.

Solution: Penguin Classics presents a sustainable campaign giving new chapters to old books and objects. By upcycling books and items so heavily used they'd otherwise be trash, Penguin creates a line of merchandise that is suited to Gen Z's drive for sustainability and desire for unique products individualized to them.

This student campaign titled 'New Chapters' was published in United States in May, 2023. It was created for the brands: Penguin and Penguin Classics, by ad school: S.I. Newhouse School of Public Communications. This Design medium campaign is related to the Office Equipment and Other industries and contains 1 media asset. It was submitted 10 months ago.


School: S.I. Newhouse School of Public Communications
Art Director: Dianna Higaki
Copywriter: Megan Adams
Instructor: Mel White


Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.