ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Category
Design for Good / Publication Design
Annual ID
ADC102_PUB026B
About the Work
Penguin Random House is one of the most respected publishers in the world. However, despite having published influential Portuguese authors, Penguin is not yet seen as a brand connected with the local culture.
The publisher wanted a project capable of showing its knowledge and love for the Portuguese culture. Capable of generating engagement with Portuguese readers and awareness through earned media.
On the Carnation Revolution’s anniversary, Penguin Books offered blue pencils to contemporary artists. Inspired by the blackout poetry technique, they could re-invent the fascist constitution with poems using words selected from the historical document and illustrations covering the remaining ones. A symbol of repression turned into an art manifesto celebrating freedom.
The book grabbed the media's attention, being showcased on prime TV, the country's biggest radio stations, newspapers, and podcasts. With zero euros invested, the Portuguese (Re)Constitution gave 1 million in earned media to the Penguin Random House brand.
The book is now part of the permanent collection of the Aljube Museum, which is based in a former political prison. And It's being used at Portuguese schools to teach students the history of the revolution through art.
The first edition sold out within the first few months of release. The second arrived in bookstores in early December.
2023 Awards
Total Points: 9
Bronze Cube
Credits
Agency
FCB Lisboa / Lisbon
Client / Brand
Penguin Random House Portugal / Lisbon
Art Director
Diego Tórgo
Copywriter
Viton Araújo
Chief Creative Officer
Edson Athayde
Director
Luciano Ottani
Illustrator
Ana Moreira
Antonio Jorge Goncalves
Bernardo Abreu
Caró Lago
Diego Tórgo
Eduardo Tavares
Fabian Gloeden
Filipa Pinto
Jorge Barrote
Maikon Nery
Marcelo Dalbosco
Marmota vs milky
Photographer
Ivo Cordeiro
Sound Designer
Paulo Costa
Artists Agency
Norte / São Paulo
Book Editor
Euridice Gomes
Poet
Dj Huba
Filipe Homem Fonseca
Gilson Barreto (Dela Mantra)
Gisela Casimiro
João Silveira
Jorgette Dumby
José Anjos
Li Alves
Lila Tiago
Lucerna do Moco
Luis Perdigão
Maria Giulia Pinheiro
Marina Ferraz
Miguel Antunes
Nilson Muniz
Nuno Piteira
Paola D’Agostino
Rita Capucho
Rita Taborda Duarte
Sergio Coutinho
Viton Araújo
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