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# Penguin Random House
- URL: https://www.lylanidevorah.com/work/penguin-random-house/
- Published: 2026-10-14T18:03:04.000Z
- Updated: 2026-10-21T22:14:27.000Z
- Description: Ride the Penguin Line, a Penguin Random House pitch for D&AD Shift London 2022 encouraging Gen Z commuters to read instead of scroll.
- Author: Lylani Devorah
- Tags: #work

(created for D&AD Shift London 2022, with Theo Ahimana, Hallie Primus and Anisa Abdurahman)

This was for our Brief in a Day. We suffered many technical difficulties and clear spelling mistakes, but we managed to turn things out in the end.

**INSIGHT**  
Fewer members of Generation Z read books constantly. Instead they spend more time on social media, often falling into cycles of “doom-scrolling.”

**IDEA**  
To show books as a healthier alternative to social media and games, we decided to tell the smooth journey one could take if they spent time reading a book instead of scrolling. We especially thought this shift was ideal for commuters and young professionals.

**EXECUTION**  
Ride the Penguin Line. A chapter can fit into an entire journey, so why interrupt it?