HONG KONG–Famous novels including Dracula, Charlie & The Chocolate Factory and The Great Gatsby are celebrated in a new campaign for publisher Penguin, created by Cheil Worldwide Hong Kong and Cheil Worldwide Beijing.

‘Lose yourself in a book’ draws on the idea familiar to fiction lovers everywhere – when you get into a good book, you lose yourself in a whole new world.

In five executions, running in print and poster form, different novels published by Penguins are celebrated with intricate detail forming a real doorway to the story.

For F. Scott Fitzgerald’s The Great Gatsby, the poster shows an elegant 1920s couple drinking champagne against a backdrop of Art Nouveau-inspired patterns and a glittering party. In the Alice’s Adventures in Wonderland illustration we see Alice standing in a fantastical forest surrounded by elements from the book, from the White Rabbit’s pocket watch to the Mad Hatter himself.

Each illustration features the line ‘Lose yourself in a book’ and a subtle Penguin logo placement.

Paul Chan, CCO at Cheil Hong Kong, said: “Book publishers are operating in such a competitive environment so we really needed to come up with a fresh visual idea for Penguin that had its own clear voice while communicating all the excitement, richness and imagination of these famous stories. At the same time, they get the message out to a wider audience about the Penguin brand.”

Jenny Liu, Marketing Manager at Penguin Random House, said: “There’s nothing like losing yourself in a book and this campaign captures that feeling beautifully. The campaign is a striking representation of the Penguin brand and the meticulous craftsmanship is a symbol of our unwavering devotion to storytelling.”

The campaign is running on bus shelters as well as newspapers in Hong Kong.



Creative Directors Paul Chan, Wei Xu, Lili Jiang, Ivan Au

Art Directors Ivan Au, Tengtao Yuan, Zhengsong Qi, Changming Yang

Copywriters Paul Chan, Wei Xu, Lili Jiang,Yuhan Zhao, Agnes Ho

Account Director Nancy Nan

Agency Producer Denise Chan

Illustrators Alan Wong, Lulu Chen, Kuri Huang, Raf Banzuela