PENGUIN ON VINYL
(D&AD Submission)
(D&AD Submission)
Penguin is looking to leverage the love of vintage products by creating LP audiobooks that can be collected and displayed.
Project: Penguin Books
Project: Penguin Books

CASE STUDY
Today, physical copies are more similar to merch than media.
In another physical turned digital category, Gen Z's leading a nostalgia-steeped trend with the resurgence of vinyl sales. 27% more likely to purchase vinyl than the average listener, their favorite artists top vinyl sales charts (Taylor Swift, Harry Styles, and Olivia Rodrigo), while only 50% of those buying records actually own record players.
THE MERCHANDISE
In-sleeve QR code provides access to a digital copy of the audiobook.



PRODUCT EXTENSIONS
Branded turntables, headphones, and speakers that double as bookends can enhance the listening and/or display experience.

DIGITAL DROPS
Limiting quantities makes these collector’s pieces all the more covetable.
Beginning with a series that's known for its collectible memorabilia.

