Agency: DDB, Hong Kong
Creative Director: Ruth Lee, Paul Chan, O’ Poon
Art Director: O’ Poon, Fei Leung
Copywriter: Paul Chan, Jay Lee
Photographer: Steve Wong
Retouchers: Bon Leung, Joe Kam
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Didn’t get the poster to start with, but when you look at it carefully, the whole picture only show one person who is reading.
Nice idea but might not appeal to ordinary public.
Only a hardcore reader would understand the image, which means it’s bang on. When you’re into a good book you don’t notice anyone or anything…
I guess it would work in Hong Kong, but I really don’t get the message.
like the execution,. nice concept, maybe it could have been executed a bit differently. i didn’t get it at first.
I live in Hong Kong and I consider myself a small time reader (avg 30 books per year), but I don’t get this ad at all until I see the comments. With all the air pollution in place you won’t normally associate these locations with reading.
The irony is, if I’m one of those hardcore readers as suggested in this campaign, I would hardly notice these ads at all!
It’s the population of Penguin readers in Hong Kong.
Ha! The population joke is funny.
Actually, this kind of photo illustration really appeals to my sense of humor. Yeah, not everyone is going to get it but those who do stop and look again are more likely to be the target anyway.
I think there strategy is to let the people think about their ad. As you are doing right now actually 
If it were about not noticing anything around you, wouldn’t it be better if there was something incredible or extravagant happening around the reader and they were still buried in the book?
I get the message completely. I live in the UK therefore grew up with Penguin books. That logo alone is worth literally a billion words, the large vista illustrates the wealth of information and imagery in such a small compact book.
The Photography is stunning, really love it.
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I’m not exactly sure what they’re trying to communicate here… the book is so good you’re the last person on earth and don’t know it? I guess it’s more probably about a book being so good that you forget about life around you, but I think it’s too ambiguous.