Mustoes tells Penguin’s story with pictures

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.

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

images.



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

experiences.’



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.



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