Spotlight

A multi-media collaboration with Penguin Modern Classics series bringing you the ideas that have changed the way we think and talk about the living world in 20 short books.

About Penguin Modern Classics

Since 1934, Penguin have been publishing many of the world’s most celebrated authors. The Penguin Modern Classic series has undoubtedly been an era-defining, ever-evolving series of books, encompassing works by modernist pioneers, avant-garde iconoclasts, radical visionaries and timeless storytellers.

Client

Services

Event Curation

Creative Strategy

Art Direction

Graphic Design

Copywriting

Social media impact campaign

Partners

Penguin Modern Classics

George Monbiot

Robin Wall Kimmerer

Bill McKibben

Michael Pollan

Mikaela Loach

Fatima Ibrahim

↑

Interview with James Lovelock

Challenge

Solution

To share the incredible stories of hope and possibility across the 20 inspirational authors we created a dynamic and original social impact campaign for the series.

Together, with Penguin, the ‘Green Ideas Book Club’ was born, a series of events, interviews, panels and social content hearing from both the authors and the audience who had been inspired by their work.

As part of the interview series, Alice Aedy got the chance to sit down with Michael Pollan, Robin Wall Kimmerer to hear about their upcoming Green Ideas.

To amplify the series within the Earthrise network, Alice also hosted a live panel with Bill McKibben and Climate Justice Activist Mikaela Loach and Green New Deal Co Executive Director Fatima Ibrahim.

Alice also hosted an event with George Monbiot in a school, to share the importance of the series with a younger audience.

Impact

As part of the book series launch, we built a strategic and creative digital impact campaign of 35 different assets to spread the messages of these inspirational authors as far and wide as possible.By creating a combination of digital social content — artworks, posters, teasers, interviews and give-aways in the form of stills posts and video Reels — the campaign reached over 300K eyeballs, 100K likes and 60K comments.

↑

Alice Aedy in conversation with George Monbiot for Penguin Classics

Green Ideas Book Club with Penguin

More Work