PENGUIN BOOKS
Classics On 100% Recycled Paper
Penguin Random House's goal is to become completely climate neutral by 2030. They are working towards this by using recycled and renewable sources for their books and packaging.
By reimagining iconic book characters in recycled forms, Penguin launches a campaign that highlights their efforts to bring the power of sustainability to literature.
PRINT ADS
OUT OF HOME
Out-of-home ads will be placed in bookstores, libraries, commute spaces like subways where people tend to read, and even on recycled bins and garbage cans.
SOCIAL ADS
PENGUIN IN THE WILD
Limited-edition 'Recycled Penguin' stickers will be placed in various locations—such as libraries, bookstores, schools, and recycling bins—to expose the campaign to readers and students.
The QR codes on the stickers will direct people to Penguin's sustainability site and their new book collection.
NEW BOOK COLLECTION
Penguin Books will release a collection of classics novels featuring recycled characters on the cover, thus highlighting their sustainability efforts as part of their campaign.