Audible: Mindful moments by Fold7

Fold7 launches its latest integrated campaign for Audible, the leading provider of premium digital spoken audio content. The campaign, ‘Mindful Moments,’ shines a spotlight on how consumers can use smartphones and mobile devices as a tool for enrichment.

The TV execution of the campaign offers visuals that flit between two orangutans: one exhibiting the human behaviour of swiping and gaming juxtaposed with another listening to three audiobook performances while calmly completing a Rubik’s Cube. A series of four OOH posters each showcasing four members of the primate species (mandrill, orangutan, gibbon and sifaka) asks the reader to think about more enriching tech experiences.

The rendered orangutan footage for the TV commercial was created by award-winning visual effects and content studio, The Mill, and the imagery was taken by wildlife photographer Tim Flach who specialises in highly-conceptual images of animals.

The launch of the campaign begins with TV (30-second and 10-second), VOD, YouTube (10-second and 6-second) on 17 September, followed by cinema on 21 September and OOH posters, tube and train card panels, DEPS and digital display formats from 8 October.

Neil Caldicott, Brand Marketing Director, Audible, said: “It’s a really exciting and ambitious campaign for us, looking to shine a light on the many moments where listening to Audible is an enriching experience for our customers. Our mission is to help unleash the power of the spoken word, to inspire or educate listeners with thought provoking non-fiction and entertain those who simply want to be immersed in a great story.”