the brief:
background: audible, is a subscription service that lets you experience storytelling like never before by taking the best performers and pairing them with the world’s largest selection of audiobooks and podcasts. members can be more productive or just escape to new places. they can do this on the go or anytime their hands are busy, but their minds are free.
challenge: the company needs help convincing “leisure upgraders” - city dwellers aged 25 & over that don’t consider the brand relevant to their lifestyle, that audible is a better alternative to mindless scrolling on our phones. we need em’ to sign up for the 30-day free trial. oh, and this campaign is 100% OOH (out of home).
idea/insight: the “decide what you do with your time” campaign approaches this challenge with witty copy and quirky illustrations, by allowing audiences to see that they aren’t as busy as they think. audible can be accessed anywhere at any time, so the day-to-day activities they already do can simultaneously be put to more productive use.
“the idea is to convince them that any kind of time, is valuable time. it’s up to them how they spend it.”
ooh.
a copy-focused execution. these advertisements can seamlessly be integrated into various day-to-day activities (in pretty much any city), making it more convincing as to how you can simultaneously spend your existing personal time, in more productive ways. (the illustrations are cute too.)
