SUB CATEGORY :

ILLUSTRATION

COMPANY ENTERING :

TBWA\SHANGHAI, SHANGHAI

TITLE :

PENGUIN FROZEN STORYBOOK

BRAND :

PENGUIN BOOKS

ADVERTISER :

PENGUIN BOOKS

AGENCY :

TBWA\SHANGHAI, SHANGHAI

CHIEF CREATIVE OFFICER :

NILS ANDERSSON

EXECUTIVE CREATIVE DIRECTOR :

RONNIE WU

CREATIVE DIRECTOR :

JASON JIN

COPYWRITER :

JASON JIN/KISSA LIN/SU-YIN CHONG

ART DIRECTOR :

TONY FAN/CHANGXU LIU

MARKETING AND COMMUNICATIONS MANAGER :

ANNY WU

ILLUSTRATOR :

HAO LIU

EDITOR :

MENG YANG

AGENCY PRODUCER :

JOHNSON GAO/PATRICK HA

FILM PRODUCTION COMPANY :

DOING FILMS, SHANGHAI

DIRECTOR :

HANSEL LU/CHENLIANG ZHAO

DIRECTOR OF PHOTOGRAPHY :

RONGYUN GE

EXECUTIVE PRODUCER :

YIFAN WANG

SPECIAL EFFECTS COMPANY :

RR DONNELLEY ASIA, SHANGHAI

SPECIAL EFFECTS PRODUCER :

STACY YUAN

SALES EXECUTIVE :

MARTIN LI

PRINT PRODUCTION COMPANY :

AU79 COMMUNICATIONS, SHANGHAI

PRINT PRODUCER :

CUIQIN MO

BACKGROUND OVERVIEW :

IT IS THE WORLD’S FIRST EVER FROZEN BOOK. GLOBAL WARMING IS DRAMATICALLY AFFECTING THE COLDER REGIONS OF OUR PLANET AND THE ANIMALS WHO LIVE THERE, IN PARTICULAR. WHAT BETTER WAY TO SAFEGUARD THEIR FUTURE, THAN BY HELPING CHILDREN TO UNDERSTAND THOSE VERY ISSUES. CREATE THE WORLD’S FIRST FROZEN BOOK. MADE FROM SPECIAL INKS, THE BOOK REACTED TO TEMPERATURE. THE WARMER THINGS GOT, THE MORE ITS IMAGES DISAPPEARED, LEAVING ONLY AN IMPORTANT MESSAGE INSIDE THE FINAL PAGE. ‘WHERE IS OUR HOME NOW? GLOBAL WARMING AFFECTS THE HABITAT OF PENGUINS AND THEIR FRIENDS.’ OVER 16,500 BOOKS WERE PRE-ORDERED WITHIN 1 MONTH, WHICH WAS 85.6% BEYOND EXPECTATIONS. THERE WAS ALSO A 35% INCREASE IN BRAND AWARENESS. AND THE BOOKS WERE SELECTED AS AN ENVIRONMENTALLY FRIENDLY READ BY A NUMBER OF PRESCHOOL ORGANIZATIONS.