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New Blood Entry — Penguin Drama in Disguise

Award: Wood Pencil

Penguin / 2022

Books are fading into obscurity while the rest of the world leaps into visual content, trends & pop culture. How can Penguin fix that?

Introducing the wild world of YouTube drama, where rival influencers air out very real drama with hundreds of millions watching and commenting along.

Gen Zers don't realise the drama they crave can be found in a book.

So, let's sneak a Penguin story inside YouTube's biggest drama to get millions hooked on reading.

The twist? It's all based on a published Penguin story. Breakfast at Tiffany's by Truman Capote.