Audiobook and podcast service Audible is illustrating how storytelling can dramatically transform our every day through an innovative out-of-home campaign.
Created by London agency Fold7, the creative revolves around special-build outdoor ads that highlight three of the most popular genres featured on the Audible platform: sci-fi, true crime and fantasy.
Each separate execution leverages lighting, 3D artwork and FX to best communicate the key themes of each genre, featuring a bespoke strapline that aims to draw the viewer in.
“With our partners Fold7, we set an ambition to create impactful out-of-home executions that not only showcase the transformative power of listening, but also establish the range of genres available to our listeners – showcasing Audible as the ultimate home of storytelling,” said Audible senior director of brand and content, Albert Hogan.
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The sci-fi header for example, reads: “This is the story of that time you waited to get picked up by an alien race that had been quietly planning its attack on Earth for decades,” while the fantasy creative references JRR Tolkien’s iconic novel ‘The Hobbit’: “This is the story of that motorway drive which turned into a real dragon awoken from its century-long slumber beneath the cursed mountain.”
Fold7 executive creative director, Dave Billing added: “Our ‘This Is The Story’ campaign for Audible is the gift that keeps giving. We were tasked with using special-build OOH sites to demonstrate how truly transformational great audio content can be.
“We’ve got aliens, dragons and bank heists all bringing a surprising twist to the everyday. We hope they bring a little visual delight to Britain’s wintry streets.”
