The 2017 Penguin Books Australia Mothers’ Day Campaign creative was led by the iconic Penguin Books brand and its signature orange. The campaign strategy was to challenge the status quo and stand-out from the many Mothers’ Day campaigns it would be competing against in the market place. Designed to appeal to a contemporary demographic - the creative is bold, graphic and sculptural. The touch-points for the campaign included; retail point-of-sale/catalogues and social media.
PHOTOGRAPHY: AUTUMN LOVEDAY