Penguin Books Ads
This project is a collaboration with Veronica Verron where as a team of two we design a radio spot and a short video advertisement to encourage the teen audience to read books of various genres and engage with the characters voices.
The Radio Spot Concept
Commercials based primarily on audio content rather than visual aesthetic present a unique platform for storytelling. Relying on voice recordings and sound effects to paint an image in the minds of the listeners. Furthermore, there needs to be an established standard level of understanding every listener should be able to achieve in order to retain the same information form the commercial.
Thus, the concept of our commercial focusses on the action of reading a book. Specifically, focusing on the fact that we as readers give a voice to the words that pass through our minds when we read. Every character that speaks and every narration has its own voice its own tone its own personality. Each of them is unique.
The tone of the writing in each individual book differs, each of them has a different voice that the audience while hear while interpreting the characters. Thus, in the form of the radio jingle this concept encompasses the identity of penguin books, as a source of knowledge, a source that acts as the output for the voices of the many authors and their created characters.
The Video Ad Concept
The concept for the radio commercial focused on how the voice in your head sounds when you read? So, this time for the TV commercial we focus on how the images in your head look while you are reading? The imagination goes beyond the pages...
For the concept of this advertising video, we focused on the teen age group; its interests and indecisive reader characteristics of teens. Indecisiveness is in their nature and that makes our commercial relatable to them on an experience/emotional level. The playful nature of the penguin diving into the book is relatable to the target audience as they also dive into the world of books and reading. Visualizing the worlds that exist within the pages of Penguin books and then change their interest to a different genre diving form one into another until they find one that is most interesting for them and even then, the adventure does not stop. After finishing the target audience will embark on a new adventure, a new dive into yet more genres to locate their next best read.