Amazon Books expands colorful campaign about the joys of reading, and adds radio spots too

Droga5 London commissioned 19 illustrators to craft 110 designs capturing the magic of the imaginative process

Published On
Aug 17, 2023
A colorful Amazon Books billboard on a streetcorner

Editor's Pick

Droga5 London continues to unlock the invisible world of reading in a colorful second round of work for Amazon Books.

The campaign, themed “That reading feeling awaits,” was introduced a year ago with fantastical visuals that aimed to capture the magic that happens inside our imaginations when we read. Round two expands the scope of the work, including the media mix.

For the print and out-of-home executions, the agency commissioned 110 designs from 19 illustrators. Each was briefed with the genre of a book and a specific word or illustration. See some of the results below.

A set of five colorful Amazon Books billboards on a street

A colorful Amazon Books billboard that reads "Just one more chapter..."

Below is a fast-paced video overview of the participating artists, including photographer Felicity Ingram and illustrators Angela Kirkwood, Steph Ramplin, Chrome and Lightning, Vicmcmxciii, Harry Bhal and Sebastian Rabaste.

 

In social and digital OOH, the campaign will come to life with some motion assets, as images and words pop up, such as “Bye bye reality, hello fantasy,” “Did not see that plot twist coming,” “Oh wow are they really about to...?” and “Just one more chapter.”  

 
 
 
 

Finally, the campaign also reaches into radio for the first time, in a nod to audiobooks. Listen to three of those spots below.

Amazon Books 'Whoa'

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Amazon Books 'Haha'

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Amazon Books 'Aah'

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Here are links to the Instagram pages for all of the artists in the campaign:

Felicity Ingram | Chrome and Lightning | Victor Scorrano / Vicmcmxciii | Harry Bhalerao/ harry bhal | Jake Harris / Yeah Nice Design | Vasya Kolotooosha | Sebastian Rabaste | Leanne Rule | Patricia Doria | Daniel Bornmann | Marc Urtasun | Dillon Hutchins | Angela Kirkwood | Anatolii Belikov | Anton Hjertstedt | Steph Ramplin | Mat Voyce | YONK | Thomas Burden | Joseph Melhuish

Credits

Date
Aug 17, 2023
Client :
Amazon Books
Client :
Amazon
Agency :
Droga5-London
Chief Creative Officer :
Shelley Smoler
Creative Director :
Matt Hubbard
Design Director :
Matteo Alabiso
Senior Designer :
Hannah Stewart
Creative :
Chip McCoy
Creative :
Ellie Keyes
Motion Designer :
Michael O'Brien
Head of Studio :
Tim Larke
Art Producer :
Katerina Gharraph
Senior Creative Artworker :
Paul Callaby
Artworker :
Rob David
Strategy Director :
Pete Heskett
Strategist :
Liv Cornibert
Senior Account Director :
Tom Elias
Senior Account Manager :
Libby Matthews
Photographer :
Felicity Ingram
Illustration :
Chrome and Lightning
Illustration :
Victor Scorrano
Illustration :
Harry Bhalerao
Illustration :
Jake Harris
Illustration :
Vasya Kolotooosha
Illustration :
Sebastian Rabaste
Illustration :
Leanne Rule
Illustration :
Patricia Doria
Illustration :
Daniel Bornmann
Illustration :
Marc Urtasun
Illustration :
Dillon Hutchins
Illustration :
Angela Kirkwood
Illustration :
Anatoli Belikov
Illustration :
Anton Hjertstedt
Illustration :
Steph Ramplin
Illustration :
Mat Voyce
Illustration :
YONK
Illustration :
Thomas Burden
Illustration :
Joseph Melhuish
Sound :
String & Tins
Creative Retouching and Grade :
Dippin' Sauce

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Project Type