Cannes 2017

ALL THINGS TBWA AT THE FESTIVAL OF CREATIVITY

"Frozen Book"
Penguin

TBWA\Shanghai

Global warming is dramatically affecting the colder regions of our planet and the animals who live there. What better way to safeguard their future than by helping children to understand those very issues. 

Penguin created the world’s first frozen book, about the journey of a little penguin on his way to find a new home as his current home was sadly melting away. Made from special inks, the book reacted to temperature. The warner it got, the more its images disappeared, leaving only an important message on the final page: “Where is our home now? Global warming affects the habitat of penguins and their friends.”

Over 16,500 books were pre-ordered within a month, and the books were selected as an environmentally friendly read by a number of preschool organizations. 

AWARDS
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SHORTLISTS
PR | Media & Publications
PR | Business Citizenship / Environmental
PRINT & PUBLISHING | Books