Mustoe Merriman Herring Levy is launching its debut work for
Penguin and the first brand campaign in the publisher’s history.
The press and poster ads, which break on 1 May, aim to claim ownership
of words, letters and language.
Three poster executions appear on a plain white background with minimal
orange text and the familiar Penguin logo. One execution reads ’love
letters’, another ’always read the label’ and the third lists the
letters of the alphabet followed by the copyright symbol.
Print executions use the lines ’book now’ - which will appear in Time
Out and The Guardian Guide - and ’the world keeps turning’.
The work will also be extended into ambient media.
Damian Horner, account director on Penguin at Mustoe Merriman, said: ’At
first glance people don’t understand the ads. It takes that little bit
more time. We are demanding people’s attention and making them think
about the brand.’
The campaign is inspired by research commissioned by Penguin which
revealed that while the publisher was recognised by 92 per cent of
booksellers, they expressed a consistent feeling that the brand needed
The ads were written by Simon Hipwell and art directed by Dean Hunt at
Mustoe Merriman. Media planning and buying is by Total Media.