A few years ago, I was commissioned to create a campaign for Penguin to promote their audiobooks.
An idea popped up in my mind when I was crossing a street - what would I see if I was listening to an audiobook while crossing the street? Well, I thought every line that I read would turn into the zebra crossing, as the content of the invisible book will give itself any visible form depending on whatever you are focusing on.
So here comes my solution: A campaign of two outdoor/print ads that showing different people listening to audiobooks that they would like to listen while doing the things that they would like to do.
Luckily, other people got it even without a headline. This was my first campaign in advertising and had won two Bronze Lions in 2013.
The knitting letters were made in CG, and myself did all the lettering work for the other one. I did another version of this, made all by colorful food, but we felt it too vibrant so redid with the spaghetti one that you see.
Yet I'd like to show you some behind-the-scenes images that I took while working, together with my very first sketches of this idea.
(I even made a small Penguin logo with salt, eggplant and carrot, but we didn't use it in the end! 残念！ )
I love eggs, mushrooms and michelada!