New Blood Entry — Booked: a book club with pop!
Award: Wood Pencil
Penguin / 2022
Gen Z and Millennial reading habits are forced to compete with busy schedules and easily digestible video content. For this group, reading feels like an investment - of time, money, effort, and weakening attention spans.
Booked repackages the traditional celebrity book club as a watchable experience. Think Lil Nas X and Stephen Fry discussing Normal People in a cheeky, 4-6 minute episode.
Once a month, fans watch live on the Penguin website and submit their questions to the celeb pair, creating absurd and unpredictable conversations. Shareable moments from Booked episodes are then circulated on social media, putting books firmly at the top of their For You page.
