Penguin Random House: Name changer

Penguin Random House, a publishing house, released limited edition books featuring renowned authors with their mother's surnames on the covers for International Women's Day to ignite discourse on gender inequality in Portugal, address the media's silence on the issue, and engage the population by motivating them to support Penguin's advocacy for gender equality.

Campaign details

Title: Name changerBrand: Penguin Random HouseProduct: Name changer – special edition for International Women's DayIdea: Bar OgilvyCountry: Portugal

Duration of Campaign



Target audience

Socio-economic Level


3 months or less



Adults (26-55)


The overall campaign budget was €1 615. The media investment was €500, used to sponsor the video on Facebook during 1 day. €1 115 was the production costs of the 178 kits sent to opinion makers, business leaders and influencers. None of them were paid to create content.

Why is...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands