Oi has reinvented the book cover design for the nation’s favourite sleuth, Sherlock Holmes, as part of its ongoing ‘English Classics, Reinvented’ marketing campaign for St. James’ Court Hotel, London, A Taj Hotel. The agency’s progressive design of the English classic cover depicts several of the key trademarks of Sherlock Holmes in one beautiful multi-layered image; the Westminster skyline, Sherlock’s profile including his pipe, and deerstalker cap – all captured in a fingerprint. The books were produced by Macmillan Publishing in a hardback format, finished with a luxury gold foil. An integrated marketing campaign by Oi, the ‘English Classics, Reinvented’ series was initially launched in 2015, with a thematic plan designed to amplify the concept across all consumer touch points, from advertising, marketing collateral and PR to events, food and beverage offerings as well as strategic brand partnerships.

The initiative has received accolades honouring outstanding achievement and service to the communication profession from the global Association of Marketing and Communication Professionals, winning the Platinum International Hermes Creative Award for ‘Marketing / Communications Campaign of the Year’ as well as finalist for the Drum Marketing Award for ‘Re-brand / Re-launch Strategy of the Year’ in 2016.