Penguin Random House
Helping Penguin bring the Thursday Murder Club to life
Penguin Random House
2024
An icon of publishing
Penguin Random House is a global publishing powerhouse. With over 300 editorially independent imprints, it publishes a diverse range of books spanning fiction, non-fiction, and children’s literature. Headquartered in New York, the brand operates internationally, championing authors and stories that shape culture and inspire readers worldwide.
The brief
Penguin Random House were looking for TV advertising and out of home ads to support the launch and overall promotion of all four of Richard Osman’s The Thursday Murder Club books.
Following initial conversations with Penguin, we aligned on two key creative decisions that shaped the campaign. First, that Richard Osman himself should be the voiceover of the TV ads – his tone perfectly captured what readers loved about the books.
Second, that we would take inspiration not only from the cover design but also from cinematic animation, with Saul Bass as the chief reference.
The results
The campaigns helped establish The Thursday Murder Club series as a bestselling phenomenon, with Richard Osman’s voiceover creating an immediate connection with audiences.
As public enthusiasm grew, our animation-led approach reinforced a distinctive visual identity, drawing from the book covers and 1960s graphic design. Across TV, radio, digital, and print, this eye-catching styling contributed to record-breaking sales year after year.