11 responded to this post

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 SMac said on February 10th, 2009

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.

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 Kevin said on February 11th, 2009

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.

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 withoutstars said on February 11th, 2009

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…

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 FupDuckTV said on February 11th, 2009

I guess it would work in Hong Kong, but I really don’t get the message.

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 yulianyc said on February 11th, 2009

like the execution,. nice concept, maybe it could have been executed a bit differently. i didn’t get it at first.

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 TK said on February 11th, 2009

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!

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 centralsaintstudent said on February 12th, 2009

It’s the population of Penguin readers in Hong Kong.

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 Matt McKee said on February 12th, 2009

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.

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 Joachim Jonkers said on February 15th, 2009

I think there strategy is to let the people think about their ad. As you are doing right now actually :D

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 Mike said on February 16th, 2009

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?

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 Emmett said on August 7th, 2009

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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