Art Direction: Jermine Hodge I Copy Writer: Paul Bernabe
The Insight: Kids and young teens relate to and are influenced more by modern culture than classic culture.
The Solution: By connecting modern culture to literature, we strive to renew interest in how young people view books.
Ed Sheeran, the modern-day prince of love songs, takes on Pride and Prejudice by talking about a love dashed by the
pride and prejudice of others.
Mirrors the Poems of Emily Bronte with her brilliant,
King of Grime and head of #merky books, Stormzy, relates to Hamlet as he takes the throne of grime for
himself and vies to keep it.
Without any prior announcement, these artists will quote lines from the classic works on their Instagram Stories. We’ll build up a frenzy among their respective fans and lead up to the fact that they’re putting new music out. Towards the end, they’ll reveal an EP cover and invite viewers to swipe up to listen to it on Spotify.
LISTEN ON SPOTIFY
WHO SAID IT?
After the EP release, our audience will see the Quiz function on Penguin’s Instagram Story with the “Who Said It?” challenge — visitors will identify which line is from the modern artist, and which is from the classic book. Their prose is closer than you’d think!
YOUTUBE LYRIC VIDEO
In addition to that, lyric videos will be posted on YouTube to encourage more
reading activity for kids and young teens!