Amazon’s Audible, creator and provider of premium audio storytelling, has launched its first-ever global brand marketing platform, setting a consistent voice for all marketplaces and customer, creator and employee touchpoints. Rolling out across multiple markets over the course of the next few months, Audible’s brand platform campaign comes from creative agency Fold7 which has worked with the client in the U.K. for the last eight years and appointed to a global role spanning TV, digital, social, radio and OOH following a competitive pitch.
Running across the U.S., U.K., Australia, Brazil, Canada, France, Germany, Italy, India, Spain, the new work uses rich and immersive visual and linguistic devices to emphasize the magic in the meeting point between the wonder of our imaginations and the mundanity of the everyday. Guided by the tagline “There’s more to imagine when you listen,” the brand executions explore how listening to Audible immerses us all in extraordinary worlds, changing our mood, perceptions, views–all while engaging in routine daily activities.
Key in the campaign are a pair of spots directed by Antoine Bardou-Jacquet of production house Partizan, including this one titled “Soaking Detective.”
“Soaking Detective” focuses on Audible’s true crime collection and follows a team of detectives solving a crime when water bursts through the ceiling. The office is flooding inexplicably, with confusion reigning supreme–until, the water engulfs the scene and we see a woman listening to Audible detective fiction while soaking in a bath. The voiceover says: “There’s more to imagine when you listen.” During production of the film, the team physically flooded the set with tons of water in order to get the perfect shot.
