THE HOME OF BRITISH CREATIVE TALENT
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Introducing a semi-mythical, mysterious figure, the purple-suited, androgynous character of The Storyteller who appears to a variety of listeners at times of emotional need, telling them the story they need to hear at that moment – representing the breadth, richness and depth of Audible’s content to satisfy the changing emotional rhythms of our day to day.
CHALLENGE
In a post-pandemic world, many people started to question the number of subscription services they needed. In danger of losing ground on growth, Audible wanted to show that it was not a ‘nice to have’, but rather a ‘must-have’ subscription.
In static and digital OOH media, the challenge was to bring the emotional power of audio to life in print, showing how a wide variety of mundane listening occasions are suddenly transformed through the intervention of rich storytelling.
STRATEGY
We needed to speak to the higher-order emotional drivers for an Audible subscription – and this is where the unique breadth, depth and richness of what Audible offers became our biggest strength.
Because, not only are people aware of their changing emotions from hour to hour and day to day, but they actively seek and expect to meet those changing emotional states through the content they choose throughout the day.
Through linguistic shifts and contrasting typefaces we transport the viewer from the everyday world to the immersive, dramatically heightened world of the story landscape.
