Mustoe Merriman Herring Levy is launching a summer branding
campaign for Penguin books, signalling a move away from the minimalist
look of last year’s campaign.
A series of press and poster executions, due to break later this month,
uses the line ’be here’ alongside a series of moving and dramatic
These include two boys kissing passionately, a teenager with a gun and a
group of priests enjoying a game of football. All carry the familiar
Penguin logo. The work aims to convey the power of books to transport
the reader to other places and help him experience new sensations.
’The campaign allowed us to celebrate the wealth and diversity of
Penguin’s publishing,’ Damian Horner, the account manager at Mustoe
Merriman, said. ’The idea is that most people will never experience
first hand the situations represented by these pictures but, through
reading a book, they could understand what it might be like.’
The pictures were taken by prominent photographers including Mary Ellen
Mark and Ed Clark.
’Penguin has not selected these images gratuitously,’ John Bond, the
marketing director at Penguin, said. ’Each one is impactful and emotive
and, as a campaign, the pictures make an undeniable claim - books remain
the only true conduit to different worlds, cultures and emotional
The campaign was written by Simon Hipwell and art directed by Dean Hunt
with typography through Unreal.
Media has been scheduled for national press and poster sites in the UK
and Ireland, with much of the focus on major city centres including
London, Dublin, Manchester and Glasgow.
Media planning and buying is through Total Media.