The Brief

To engage parents with primary-school kids, the challenge is highlighting physical children books' benefits against against screen-based entertainment like gaming and animations. It is compulsory to make storytelling just as immersive and exciting as screen content, positioning Penguin Books as a gateway to a new wonderland.

The Idea

"Live It" transforms reading into an active adventure by placing real kids' faces onto characters, turning books into immersive portals to vibrant, imaginative worlds. By combining whimsical visuals with active calls to action, it bridges the gap between print and digital excitement, offering a compelling, screen-free alternative.

Tone of voice

Playful, energetic, whimsical, humorous.