Cannes Lions

Clockwork Orange.zip

FCB LISBON, Lisbon / PENGUIN RANDOM HOUSE / 2018

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Overview

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Credits

Overview

Description

In a digital world, the attention of readers is reducing more and more, there is no patience for long texts nor long books. Based on this consumer insight we decided to sell Alfaguara Pocket Books using a digital reference. While the "name of the file" introduces in small phrases the deep themes of the classics, the ".zip" extension symbolizes the physical size of our books. An opportunity for readers to get deep - yet short - literary content.

• Brand relevance

Alfaguara brand is very strong in countries as Spain and Brazil but when it comes to Portugal the brand relevance is not the same. That’s why the local office asked for a creative idea that could make the local brand stand out inside the bookshops.

• Target audience (consumer demographic/individuals/organisations)

Portuguese urban man and woman between 25 and 45 years old.

Execution

The whole concept of the poster uses design as its core, showing in a super simple and visual way the concept of Alfaguara Pocket Books, which has at the same time the deepness of literary themes and the shortness of the book format. We could say it is the simplest infographic in the world, using just words and characters it passes the main concept of our product.

The perfect integration between the simple yet strong elements that compose the poster, while the backgrounds matches each book perfectly, the typography in a “zip file” style delivers the whole concept of pocket books format.

Outcome

The Alfaguara Publishing Company is experiencing a positive refreshing in its POS communication with this new and impactful series of posters.

It is a soft and humorous way of approaching the theme, which helps to amplify the public and the interest for autobiographies.

The posters went beyond the bookshops becoming news in blogs and websites all around the world.

Until now, the campaign managed to raise the sales in 35%.

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