Penguin promote the range, which includes titles such as Jane Eyre and David Copperfield, with a series of ads created by Mother on specially built hoardings at prominent building sites around London, as well as on shop shutters and in-store.
The campaign, which uses the line 'The best books ever written', breaks at the beginning of August. Penguin will also place bookshelves filled with titles from the range in selected London parks throughout the month.
'In an aggressive retail environment of price promotions, heavy discounts, film tie-ins and multiple editions, Classics have to complete like never before,' said Penguin marketing director Joanna Prior. 'This campaign is all about helping people choose the books that over the years have proved worth reading.'
The activity is a dramatic change from traditional book advertising, which tends to use six-sheet posters near retailers.
.jpg)
.jpg)