Cannes Lions
HAVAS SHANGHAI / PENGUIN RANDOM HOUSE / 2018
Overview
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Credits
Description
The moment girls start reading, they learn they are supposed to act helpless and weak. In order to break this gender stereotypes, Penguin Books recreated five classic children's best seller. The male heroes were replaced by heroines. We launched Shero books. Tasha of the Apes, Robine Hood, Popeye the Sailorette, Ali Barbara and the 40 Thieves, Sherlotte Holmes. Five books described five stories about heroines to inspire girls that they can be as powerful as heroes. These showed the courage, strength, wisdom and power of the girls which challenge the traditional view of girls.
Execution
We launched Shero books. Tasha of the Apes, Robine Hood, Popeye the Sailorette, Ali Barbara and the 40 Thieves, Sherlotte Holmes. Five books described five stories about heroines to inspire girls that they can be as powerful as heroes.
Tasha who adapted from Tarzan was elected as the head of chimpanzees to guard their homeland. Robine Hood's wonderful archery defeated thouse soldiers in her way. The Sailorette Popeye ate a can of spinach to replenish energy and save the treasure boat. Ali Barbara returned to the cave and shared all of the thieves' money to the poor. Sherlotte Holmes confidently put on her hat and headed to the next crime scene with Watson.
Five different books, five different kinds of Illustrations.
Outcome
Over 23000 books were pre-ordered within 1 week. TV, newspaper, radio, blogs, social media talked about Shero books. These books become the First Girl-power books. It shocked the educational circles in China. This enhanced the awareness of Penguin Book Brand. What's more, the awareness about girl power went up 280% in the first month. Shero books become the best gifts for girls to grow.
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