PENGUIN ON VINYL
(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










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.