Penguin Books: Chapters

The campaign began late in 2007 and is directed primarily at readers who have lapsed in their reading habits. Research has shown that a busy lifestyle often forces people to make serious compromises on what they choose to read. Books tend to get pushed to the bottom of the list. The campaign was created by the Y&R Asia regional team based in Singapore for their Penguin client based in Malaysia. It reminds people of the sheer joy of reading books, particularly fiction, and encourage them to pick up a book again. The campaign appeared in several forms – as regular print ads, as posters in-store and on the streets and as actual printed book pages inserted into magazines.