Global tech giant Amazon has launched a new worldwide campaign in support of its ‘Books’ division, which aims to ‘celebrate the place of books at the foundation of culture’.

Working with Droga 5’s London office, Amazon will roll out the new campaign across the American and British markets through til Christmas in two separate bursts.

The campaign will be spearheaded by a one-minute film, which will be supported by social media and digital activity alongside out-of-home assets.

This latest burst of activity at an interesting time for Amazon Books, with the e-commerce firm announcing in March that all physical stores would be closed in the near future.

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“There’s a magic to reading that modern-day media like streaming or scrolling simply can’t replicate,” Droga5 London creative director, Matt Hubbard said.

“An intimate relationship between reader and writer, books unlock myriad feelings from joy to sadness to having your mind blown and everything in between. In a world of fast content, diving into a good book has never felt so rewarding.”

Droga5 London head of design, Chris Chapman added: “Reading feels so special because it’s a co-production between a book and our imagination.”

“We wanted to show what this feels like, that while reading looks passive from the outside, the feelings it creates in us are richly multi-layered.”

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