Seen+Noted: A gripping read
April 23 2009, 9:37 am | | 8 Comments
This new Penguin Books campaign via DDB Hong Kong features avidbookworms reading in the middle of what should be the busiest locationsin Hong Kong. However, to show that the readers are in their ownworlds, the photos are completely devoid of people, cars and even life.You just see one guy or girl reading a classic Penguin novel. Thecampaign idea: A great novel has the power to transcend you into yourown world.
Credits: Advertiser: Penguin Books Ltd. Creative Director: RuthLee, Paul Chan, O’ Poon, Writer: Paul Chan, Jay Lee. Art Director: O’Poon, Fei Leung. Photographer: Steve Wong. Digital Imaging: Bon Leung,Joe Kam.
8 Comments
this is cool… but is it for penguin?
or silverfish bookshop?
I don’t think it’s for Silverfish – it’s from Hong Kong, not Malaysia. That aside, it’s an idea that’s been over-used – you get so lost in something, you don’t notice anything or everything disappears, or nothing distracts you. Besides, not sure if it looks inviting / gripping / amazing.
Not trying to put it down purposely but if this wins, I’ll be surprised.
I really like it and I think it will win a few awards 12.55.
Dare I say it, but this is excellent for Hong Kong. I mean, is anybody doing anything there at all? It any agency getting good ideas out? The last few years have been barren creatively so this campaign is a bloody good start.
Who reads a book while shopping or suddenly gets an uncontrollable urge to stop in the middle of a busy walkway and read.
You read when you’ve got time to kill. Or on your favorite couch with a nice cup of coffee.
The idea of escaping into a book is done so many times. Saatchi Singapore did it just recently and it won lots of awards.
Sure it might pick up something but it’s still not original
What kind of nut stands at a street corner (or an overpass) reading a book?
Normally I read while I’m taking a shit. I think these ads belong there.
FYI, last year JWT HK pick up a Bronze Cannes and Ogilvy HK pick you a Silver & Bronze at Clio.
It feels very familiar, I’ve seen something similar come out of Sydney as one example.
Last time I read a book in the middle of the road I got run over.