Reading is the entrance door to new worlds and other lives, a concept that comes true in the new international campaign of Amazon Books. Entitled “Bring A Book to Life” (Give life to a book), the division of the Electronic Commerce giant converts the act of reading as an interactive experience.
Designed by the Creative Agency Drug 5 Londonand with production of Biscuit FilmWorks, The campaign is built on the idea that books need readers’ imagination to co-create the worlds they build and the stories they tell. In this way, Amazon Books emotionally explores the unique relationship that people keep with literature.
As reflected in the announcement, directed by Steve Rogers, the moment is dramatized when the reader prepares to read. Scenes are presented in pause that come alive when a book is opened or an ebook is turned on. The action takes place where the reader left it, and continue to pass the page: from a samurais duel in medieval Japan to a love story at a train station in Berlin in the 50s.
The campaign also values the wide Book offer Of all the genres that Amazon hosts on its platform.
“‘Give a book to a book’ celebrates the magical collaboration between readers and authors. Each unopened book is a universe that hopes to come alive, where readers transform words into vivid landscapes, complex characters and unforgettable moments”; Josh Fein, Amazon Books Marketing Global Director of Marketing, according to Little Black Book.”We invite you all to join us on this discovery trip, where their next literary adventure is just one page away”
As they point out from the agency, the campaign is a Tribute to the art of literature and the particular connection that each person has with the books. “Books are nothing without readers. The author has an idea of how his characters look and sound”, Commented Larry Sefttel, creative director of Grupo in Drugs5 London.“There is no other art form as exciting as this, and our campaign celebrates that truth”
“Give life to a book” includes a campaign of outdoor advertising That, following the concept of the campaign, gives life to literary moments through illustrations that resort to different styles. Creativities will be executed in supports of the main cities of the United States, the United Kingdom and Germany, markets in which the campaign is activated.
It also has radio wedges, with the voice of actor Jonathan Hyde (“Jumanji”, “Titanic”).
The campaign expands the idea and the message released by Amazon Books in the summer of 2022 with “That Reading Feeling Awaks”, also designed by drug 5 London. With a similar concept, the announcement also gave life to the magic of the imagination to celebrate the role of books in the construction of culture.
