Penguin Books "Lose yourself in a book" by Cheil

Ad Agency
Image advertising:

Client: Penguin Books

Famous novels including Dracula, Charlie & The Chocolate Factory and The Great Gatsby are celebrated in a new campaign for publisher Penguin, created by Cheil Worldwide Hong Kong and Cheil Worldwide Beijing.

‘Lose yourself in a book’ draws on the idea familiar to fiction lovers everywhere – when you get into a good book, you lose yourself in a whole new world.

In five executions, running in print and poster form, different novels published by Penguins are celebrated with intricate detail forming a real doorway to the story.

For F. Scott Fitzgerald’s The Great Gatsby, the poster shows an elegant 1920s couple drinking champagne against a backdrop of Art Nouveau-inspired patterns and a glittering party. In the Alice’s Adventures in Wonderland illustration we see Alice standing in a fantastical forest surrounded by elements from the book, from the White Rabbit’s pocket watch to the Mad Hatter himself.

Each illustration features the line ‘Lose yourself in a book’ and a subtle Penguin logo placement.

Advertising Agency: Cheil Worldwide, Hong Kong

Creative Directors: Paul Chan, Wei Xu, Lili Jiang, Ivan Au
Art Directors: Ivan Au, Tengtao Yuan, Zhengsong Qi, Changming Yang
Copywriters: Paul Chan, Wei Xu, Lili Jiang, Yuhan Zhao, Agnes Ho
Account Director: Nancy Nan
Agency Producer: Denise Chan
Illustrators: Alan Wong, Lulu Chen, Kuri Huang, Raf Banzuela