Penguin & Hinge
Problem: Books don’t get talked about the same way the latest Netflix show does. Penguin wants to make books and reading a water cooler moment.
Insight: People create emotional ties with the objects/furniture they encounter throughout their lives.
Idea: We created a new way to create a deeper connection, one that’s anything but superficial. They say don’t judge a book by its cover, so profiles have no photos, just in-depth prompts that express your personality through books and beyond… until there’s a match; then, all’s revealed. Happy reading!
Brand: Penguin Books
Campaign: Read me like a book
Copywriters: Ted Clow and Lucia Zhang
Art Directors/Designers: Arman Sadrzadeh and Paola Gómez Witt