In 2021, a year marked by social and personal upheavals, Penguin Random House launched its 'Wrapped of Reading' campaign, reflecting the shift in reading habits amidst global challenges. Quarantine, social distancing, and isolation drove people away from the fleeting comfort of screens and towards the solace found in literature. This year of stagnation, stress, and loss led many to seek guidance and hope in books, highlighting literature's role in illuminating paths forward during uncertain times. My objective in this project is to delve into the campaign's success and explore strategies to enhance its impact further, leveraging the profound connection between readers and literature during these transformative times.

Find The Light

Role

Art Direction, Creative Strategy, Graphic Design

The 'Wrapped of Reading' campaign by Penguin Random House, while insightful, faces challenges due to its length and detailed nature, limiting audience engagement. A more effective approach would be to condense the content and diversify ad placements across various platforms to target different customer segments better. The campaign's presence on Instagram, currently focused on statistics, could be more interactive and informative for those unfamiliar with the main video. Recognizing that reading is a constant refuge, especially in difficult times, the campaign should emphasize this timeless aspect to resonate more deeply with a broader audience.

FIND THE CONS, FIND THE LIGHT

Get Young people who feel confused or not satisfied about their current life, to know that Penguin Random House is a publisher with a wide range of books, by showcasing book is a solution to help people get through every difficulty, because Every confusion that book can answer, every dark moment can be got through with book.

Read Matters

"Find the light" is the theme of the campaign and the purpose of the book. Nowadays, most young people choose to buy books online for convenience and the pandemic. By combining the action of finding a delivery with the theme and redesigning the delivery box, people are already involved in the process of "Find the light" when they are looking for the delivery.

FIND THE DELIVERY, FIND THE LIGHT

Linxin (April) Lu

Brian Reginald Harrison

Credits

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