Turtles All the Way Down
by John Green
DIGITAL: NewYorkTimes.com, NewYorker.com, VanityFair.com, Vulture.com, TheCut.com
PRINT: People, Entertainment Weekly, The New York Times, The New Yorker, Vanity Fair
OUT-OF-HOME: New York City MTA subway posters
CLIENT: Penguin Random House
To promote John Green’s follow-up novel to his phenomenal bestseller The Fault in Our Stars, his legions of followers would need to know if Turtles All the Way Down would meet their expectations. I art directed and designed full-page ads for high-circulation magazines and created digital display ads with desktop, mobile, and tablet executions. Social media posts were also created and shared prior to publication and on the book’s on sale date.
The campaign was a success and Turtles became an instant #1 New York Times bestseller, spending 62 weeks on the Young Adult Hardcover bestseller list.