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This June, Audible, the leading creator and provider of premium audio storytelling, launched its first-ever global brand campaign, which utilised a globally relevant approach to reflect the transformative power of audio storytelling and the ways it can spark imagination. The campaign leveraged stunning creative and visuals; cutting-edge, record-setting OOH; and audience-captivating social media activations. The creation of the campaign used generative AI to guide everyone working on set in bringing the brand’s creative vision to life, placing the campaign firmly within the timely conversation of how we utilize this emerging technology.

The rich creative centers around superimposing the extraordinary onto the everyday, showcasing the revolutionary power of audio to turn daily routine into something immersive and imaginative. The execution explores how listening to Audible immerses us all in extraordinary worlds, changing our mood, perceptions, views – while engaging in routine daily activities. The immersive visual and linguistic devices emphasize the remarkable contrast of the two very different worlds that play out simultaneously while actively listening to stories that transport you and doing tasks like commuting, cooking and cleaning.

The campaign was created across three continents, with shoots in Brazil, Thailand, and the UK and was launched in ten markets. This innovative, dynamic campaign serves as a beacon of excellence for global marketing storytelling.

The campaign saw a staggering 3.73 BILLION impressions, an increase in social sentiment 34% points higher than category average, and a 96% increase in sign ups to trial post campaign launch. We delivered 8,300 assets and counting, transcreated across 10 languages, recorded 155 scripts and spent almost 9000 hours in visual fx.