Online retailer Amazon Books is looking to give readers the power to bring books to life in a new advertising campaign breaking globally this week.
Developed by creative agency Droga5, ‘Bring a Book to Life’ will mark an evolution of the launch campaign ‘That Reading Feeling Awaits’ and will focus on the idea that books need readers to co-create the worlds that exist between the pages.
The brand’s creative will be centred around a 90-second spot directed by Steve Rogers, dramatising the moment a reader opens a book, with frozen worlds instantly animating and surging back into action where the reader left off and continuing as the reader turns the page.
“Way, way before interactive media was a thing, there were books. Put plainly, books are nothing without readers,” said Larry Seftel, group creative director at Droga5 London.
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“Sure, the author has an idea of what her characters look and sound like, but when we read, we make worlds of our own, no two exactly alike. There is literally no other art form as thrilling as this and our campaign is a celebration of this truth. When we bring books to life, they do the same for us.”
With the campaign also running across radio and out-of-home, outdoor assets will take “highly visual” genre moments such as romance, horror and sci-fi, and bring them to life with genre-specific illustration artists.
Josh Fein, director of worldwide marketing for Amazon Books added: “At Amazon, our mission is to inspire readers with our wide selection of books across genres for every taste, making it easy to discover their next favourite and get the most out of reading. Today, we’re thrilled to launch our new campaign, ‘Bring a Book to Life,’ celebrating the magical partnership between readers and authors.
“Every unopened book is a universe waiting to be brought to life, where readers transform words into vivid landscapes, complex characters, and unforgettable moments. Books put the reader at the centre of the action and through this co-creation, each reading experience becomes deeply personal and transformative, with readers painting their own mental pictures and forming emotional connections that are uniquely their own. We invite everyone to join us in this journey of discovery, where your next literary adventure is just a page turn away.”
