Mustoe Merriman Herring Levy is launching the second phase of its
branding campaign for Penguin Books.
The poster campaign, which breaks on 15 November, features three new
executions and adheres to the same strategy of claiming ownership of
words, letters and language.
The art direction is minimalist, using the familiar orange lettering on
a plain white background, and all the executions use the Penguin
The work will appear on bus-sides throughout November and December and
will feature the lines ’public transport’, ’for bookcases’ and ’mind
’The success of the first campaign meant that we have really had to beat
ourselves up to produce work that can compete on equal terms with the
launch executions - and we feel that we have more than done that,’
Damian Horner, the account director on the Penguin business at Mustoe
The brief was to extend the range of the brand enabling it to appeal to
all audiences including investors and staff, authors and consumers.
The campaign was written by Gary Dawson and art directed by Scott
Media was through Total Media.