(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?