Goal in Brief: Make books an unmissable part of culture.
Insight: Readers read on instinct, but they'll skip over books because of the mental commitment it takes to open one.
Big Idea: Take the covers off of books physically and digitally to make sure readers can't miss the words inside that matter.
Penguin Uncovered. (D&AD NewBloods Submission)
Copy: Claire Tichy
Art Direction, Video, a hint of Copy: Me