# Alternate Destiny Ads See the Influence of Books in this Penguin China Campaign By Leslie Chen | Published 2013-06-27 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/penguin-china References: [adsoftheworld](http://adsoftheworld.com/media/print/penguin_china_change_direction_4) & [yr](http://www.yr.com/) Although reading is sometimes thought of as boring and only useful for studying, these [Penguin China](https://www.trendhunter.com/trends/sit-down-to-read) ads illustrate just how influential the written word can be. Created by Y&R in Beijing, China for the international [book publishing company](https://www.trendhunter.com/trends/penguin-x-moebe), this campaign for Penguin China includes five ads that depict two different routes in determining how one's life can turn out. One of the images shows how a fascination with needles can either lead you towards a career in acupuncture or as a drug addict who ends up dead - a major difference that is influenced by a book on [Eastern Philosophy](https://www.trendhunter.com/trends/eastern-market-brewing). If you've yet to be convinced of the power of reading, these Penguin China ads might just make you pick up a book and start believing. ## Trend Insights (Trend Hunter) - Score: 1.5/10 - Popularity: 25% | Activity: 12% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### Key Themes Behind This Trend - **Influential Reading Ads:** There is an opportunity to create more ads that emphasize how reading can change a person's life trajectory. - **Book-induced Life Changes:** Publishing companies can explore marketing campaigns that suggest using books to make positive changes. - **Narrative-driven Advertising:** Creative companies can develop campaigns that use storytelling as a way to inspire people to take action. ### Where This Applies - **Book Publishing:** Companies can lead the trend in creating marketing campaigns that highlight the positive effects of reading. - **Advertising:** The advertising industry can create more narratives that highlight the impact of different choices that one could make. - **Education:** This industry has the chance to use these ads as teaching tools for younger audiences to illustrate the power of reading. ## Related on Trend Hunter - [Ad Inspiration Archives](https://www.trendhunter.com/trends/nobody-reads-ads.md) - [Photosensitive Book Experiences](https://www.trendhunter.com/trends/the-outside-book.md) - [Panda-Inspired Sport Campaigns](https://www.trendhunter.com/trends/panda-station.md) - [Personalized Present Campaigns](https://www.trendhunter.com/trends/wonderbly-everyones-got-favourites.md) - [Literature-Inspired Pen Campaigns](https://www.trendhunter.com/trends/bic-cristal-pen.md) - [Book-Inspired Public Benches](https://www.trendhunter.com/trends/sit-down-to-read.md) - [Music-Inspired Audiobook Campaigns](https://www.trendhunter.com/trends/read-like-you-listen.md) - [Deserted Island Billboards](https://www.trendhunter.com/trends/silk-spice1.md) - [Hyper-Targeted Book Covers](https://www.trendhunter.com/trends/the-book-of-money.md)