Inspired by the many catastrophic events suffered by Antarctic penguins (the biggest one in 2017, when only two chicks survived from a colony of 40,000), this project aims to support the WWF adoption programme through a collaboration with Penguin Books. A new collection of classics, Save Antarctica, will display a special, scratchable version of the iconic Penguin logo; the same logo will be the powerful centre of the attention of the different advertising executions.​