The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2023 One Show - Design

Portuguese (Re)Constitution

Agency FCB Lisboa / Lisbon + Penguin Random House Portugal

Client Penguin Random House Portugal
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Annual ID

OS23_DE015G

About the Work

CONTEXT_ 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the blackout poetry technique, they could re-invent the fascist constitution with poems using words selected from the historical document and illustrations covering the remaining ones.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. IMPACT_ - 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. - It is now part of the permanent collection of the Aljube Museum, which is based in a former political prison. - The book was incorporated into the National Reading Plan of the Portuguese Government, being used at Portuguese schools to teach students the history of the revolution through art. - It was adopted as a mandatory reading bibliography in the second year of the degree in Portuguese Studies at the Dalarna University . - The first edition sold out within the first few months of release. The second arrived in bookstores in early December.