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Award: Yellow Pencil
Penguin / 2022
Definitely, the fomo generated by the series is not as strong as the one generated by the books. How do we get books into dialogue with the mainstream? Penflix is a new narrative format in which the upcoming seasons will be interspersed between audiovisual chapters and written chapters. The idea is to promote a reading space for those who have never taken a book in their lives. They may end up finding pleasure in reading!
What did the judges have to say?
"It was disruptive and intertextual. It really paid attention to the challenge of making reading unmissable."
Zainab Juma, Brand Campaign Manager, Penguin Random House UK
"This piece had a fresh take on how Penguin could be distributive to the way we consume our online shows. Ensuring you could not skip reading. It had a boldness about it which was appreciated by all the judges."
Michelle Jones, Head of Creative, GLA
"PenFlix. This entry created an entirely new form of entertainment - bringing together TV and books, but crucially staying true to both formats. The idea is brilliantly simple, hugely accessible and it could definitely enter the real world. One I wish I’d thought of."
Jonathan Lee, Creative Director, Havas
"Penflix really nailed the brief. Books can work alongside, and compliment other forms of media, and become a communal experience. This entry really broke the boundaries of how readers can interact with a story."
Kezia Newson, Senior Creative Content Producer, Penguin Random House UK