Role: Art Director, Copywriter and Strategist
This campaign aims to position audiobooks as an engaging, convenient alternative to video games and television for casual readers between the ages of 22 and 30. While this audience enjoys reading occasionally, they currently fear a lack of variety in available topics; therefore, the goal is to shift their perception so they view Audible as the go-to source for content that fits their interests anytime and anywhere. The campaign’s single most persuasive message is that Audible features audiobooks for every passion, a claim supported by the platform's status as having the world's largest selection of audiobooks. Throughout these communications, the brand will maintain a personality that is laid-back, casual, and characterized by sophisticated humor.
