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Penguin Classics
Classics with a modern twist
Penguin. A word synonymous with the greatest in literary talent and heritage. So, when they came to Figtree for some help we were only too delighted to dust down our shelf of classics. The challenge was to develop a book-based advertising campaign for Peter Ackroyd's retelling of Chaucer's epic The Canterbury Tales. But it needed to be executed in a way that helped to build the Penguin Classics brand too.
We quickly realised that the key was to make Chaucer feel contemporary in a way that would appeal to a modern day audience. The Canterbury Tales may have been written over 600 year ago, but they're as relevant today as they were back then. We wanted to make the content feel fresh and fun. It's not just for academics, but something that everyone can read and enjoy.
After much musing, the idea of the road-trip leapt off the page. It's not only a concept that describes what The Canterbury Tales actually are (a 60 mile pilgrimage from London to Canterbury) but also something that modern day readers are familiar with. The next step was to create a striking graphic feel and tone to bring the concept to life.
We'll be working with Penguin over the coming months to help them launch a number of titles, with a wider focus on how to communicate the Penguin Classics brand to reader both new and old.
This project involved:
- Advertising