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.
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'
Amazon Books 'Haha'
Amazon Books 'Aah'
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