Title
Penguin Pickuplines

Year
2022

D&AD Newblood Submission

Client
Penguin Books

Penguin Pick Up Lines

Brief

Break books into the mainstream cultural conversation.

Insight

A big part of modern culture is romance. But when you see today’s romance, there is not much to look at. Dating app conversations lack inspiration and decency.

Idea

Penguin is going to show how to step up your pick-up game, with the help of the true inventors of romance. We connect our target group with literature through a platform they all know: dating apps. By giving them inspiration from romance novels, a genre that bears relevance to them, for their pick up lines. This way, we make literature relevant and urge the target group to engage with books on a deeper level.

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