Droga5’s new Amazon campaign celebrates the ‘invisible magic’ of books

Creative agency Droga5 London has partnered with Amazon Books to launch their new global campaign That Reading Feeling Awaits, which aims to “celebrate the place of books as the foundation of culture”.

The campaign features six different videos that combine animation with footage from different readers to denote different book genres that come together to demonstrate the magic of reading wherever you are.

In one clip, we see a girl reading in a coffee shop, which then becomes a manga-style riff of A-ha’s classic Take on Me video as characters come to life and break into a tableside fight scene. Then there’s an adorable stop-motion animation of a man and dog in a boat riding the waves that appear to be crashing from washing machines while a man reads in a laundromat.

“It’s magical to read that modern media like streaming or scrolling just can’t replicate,” says Matt Hubbard, creative director of Droga5. “As an intimate relationship between reader and author, books unleash myriad emotions, from joy to sadness to overwhelming and everything in between. In a world of fast paced content, immersing yourself in a good book has never felt so rewarding.”

“Reading feels special because it’s a co-production between a book and our imagination,” says Chris Chapman, design director at Droga5. “We wanted to show how it feels, that reading may look passive from the outside, but the feelings it triggers in us are very complex.”

Droga5 also created social and out-of-home assets that combine simple photographs of a reader behind her book with illustrations of her “thoughts” and “inner monologue”.

More than 20 different illustrators, including Dan Woodger, Mat Voyce, Loulou Joao and Patrick Savile, worked on pieces for the campaign to create “an eclectic treatment that combines vibrant textures with the free-roaming feel of user-generated content.” , as Chapman puts it. The agency also worked with Amazon to create a bespoke sticker pack and emojis available through Amazon’s social channels.

The focus on books is an interesting linchpin for Amazon, which was heavily book-centric when it was founded in the mid-’90s and rocked the publishing industry. In a 2009 interview with The New York Times, Jeff Bezos said he chose this sector because it was “something very unusual” in 1994.

“There are more items in the book category than items in any other product category,” he said. “It was obvious that with an online store you could have a much broader selection.” The brand has since naturally expanded to selling pretty much everything, branching out into on-demand video, music streaming, groceries Devices and more branched.

Agency: Draga5 London
COO: Shelley Smoler
Creative Director: Matt Hubbard
Creatives: Chris Russell, Ahmed Ellabib
Design Lead: Chris Chapman
Senior Designers/Art Directors: Hannah Stewart, Matteo Alabiso
Motion Designers: Michael O’Brien, Rob Wicksteed
Post Sound and Music: String & Tins
Production companies: Prettybird, Virtual Films, Black Kite Studios, Future Power Station, James Grimes Puppetry, Isabel Garrett/StopMotion, Studio AKA, Studio Private

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