The marketing campaign for the Guinness World Records annual is one of the biggest projects we work on each year, and I oversee it from the very start (the book cover pitch) to the very finish (the approvals of the materials created by the international licensees). Featured are some of the pages from the Campaign Style Guide, which includes everything from the campaign idea to links to pre-made templates the international licensees might need for the creation of their own materials.
Because the cover of the 2021 edition is so rich and vibrant I thought it would be best to keep the campaign simple to help the book stand out. The theme of the 2021 edition and the tagline of the marketing campaign was “Discover your world”, so I took inspiration for the backgrounds from the interior pages of the book that tied in with that theme, e.g. the latitude and longitude lines.
Illustrations featured on the cover were created by Rod Hunt, and we used some of them in actual size on the FSDU units to make them more fun to interact with. We went with yellow as the main colour as it is very eye-catching, thus will be drawing attention in store.
