- Mustoe Merriman Herring Levy has revealed its first work for penguin.co.uk. It coincides with the re-launch of the publisher's website later this month.
The new site is aimed at readers who want more from the online experience than simply a direct purchase. The site will carry unique articles, short stories and interviews.
Each poster in the £1 million campaign, which breaks on September 28, takes a different theme from the site and attempts to engage people in debate about the issues they raise.
One execution showing a lap-top computer asks the question, "Books. The End?". Another, which features a cinema hotdog, explores the issue of translating fiction to the big screen, asking, "When authors sell a book to Hollywood, Do they lose the plot?"
Auriol Bishop, web producer for penguin said: "We are extremely excited about the campaign MMHL has developed. It will really stand out from other domcom ads flooding the market. As an established company, the fact we are re-launching our website puts us in a different position from start-ups. We needed advertising which combined the strength of our brand with the strength of our content."
Damien Horner, director at MMHL said: "We are now witnessing a new phase of dotcom advertising where clients are no longer talking about launches, but focusing on the evolution and development of their sites. This has an obvious influence on the tone and style of the work."
The campaign was written by Simon Hipwell and art directed by Dean Hunt, the typography was by Unreal Ltd. Media planning and buying was by Total Media.
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