Ask: Create a type-led idea that explores diverse reading habits and the changing nature of reading
Insight: 78% of people (from Gen Z to Boomers) find that well-selected fonts boost their reading engagement
Solution: Read like you — This campaign reintroduces reading into everyday life, not as a chore or commitment, but by strategically displaying interactive Penguin Classic excerpts across multiple different channels
Role: Co-Art Director, Co-Creative Strategist, Copywriter
Phase One
OOH & Microsite
This activation includes excerpts from Penguin Classics books projected on monuments and landmarks around the globe.
By following the link at the bottom of each visual display, users can change the actual projection's font to one that reads like them—in real time.
For the transit ad below, consumers can follow the link to not only change the font, but also insert a Penguin Classic quote that speaks to them.
Phase Two
Interactive Experience
Strategically placed worldwide, in popular parks and areas of high foot traffic
Phase Three
Digital & Social Media
Programs Used: Adobe Photoshop, Adobe After Effects, Adobe Illustrator, Figma
