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The frozen book by penguin

Awards :
1 x Bronze , 7 x Shortlist —— Cannes Lions 2017 - Entertainment
1 x Gold , 1 x Bronze —— Spikes 2017 - Campaign
1 x Sliver , 1 x Bronze —— Clio Award 2017 - Billboard








The FROZEN BOOK by Penguin


Background:
Global warming is dramatically affecting the colder regions of our planet and the animals who live there, in particular. What better way to safeguard their future, than by helping children to understand those very issues.

Solution:
Create the worlds first Frozen Book. Made from special inks, the book reacted to temperature. The warmer things got, the more its images disappeared, leaving only an important message inside the final page. ‘Where is our home now? Global warming affects the habitat of penguins and their friends.’

Result:
Over 16,500 books were pre-ordered within 1 month, which was 85.6% beyond expectations. There was also a 35% increase in brand awareness. And the books were selected as an environmentally friendly read by a number of preschool organizations. 




The words, pictures will “melt” out gradually, as the environment warming while reading.These 4 books charted the journey of a little penguin on his way to find a new home as his current home was sadly, melting away. On his epic odyssey, he meets strange and wonderful new friends, like the polar bear, and the killer whale, who help him on his way. 






Agency: TBWA\ Shanghai
Client: Penguin Book
Executive Creative Director: Ronnie Wu
Group Creative Director: Jason Jin
Creative Group Head: Tony Fan
Senior Art Director: Changxu Liu
Senior Copy writer: Kissa Lin
Illustrator: Hao Liu
Editing: Yang Meng

The frozen book by penguin
302
2.3k
10
Published:

The frozen book by penguin

Create the worlds first Frozen Book. Made from special inks, the book reacted to temperature. The warmer things got, the more its images disappea Read More
302
2.3k
10
Published: