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Amazon Books ignites readers’ imaginations in striking mixed-media ad

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By Amy Houston | Reporter

July 25, 2022 | 3 min read

Amazon Books’ latest global campaign has portrayed the invisible magic of imagination inspired by reading.

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Droga5 ad for Amazon / Droga5

‘That Reading Feeling Awaits’ by Droga5 London shows five different scenes where people are engrossed in novels, the plots of which are animated in unique styles.

The global campaign will run in the US and UK from the end of July through to Christmas in two separate bursts, with each of the ads using claymation, illustration, silhouette animation and SFX to capture the vibes of the different books.

Although predominantly video, the project will be supported by social, digital, out-of-home (OOH) and a 3D special build at Penn Station. Over twenty illustrators were briefed on creating social and OOH assets that combine the simple imagery of a reader behind their book with their illustrated thoughts jumping off the page, all of which feature different inner monologues that the reader is experiencing.

Additionally, a bespoke sticker and emoji pack has been created to allow participants to share their love of reading across their own social channels. The stickers were co-created by a collective of artists including Dan Woodger, Mat Voyce, Loulou Joao and YONK.

These will be promoted by leading influencers on #BookTok on TikTok encouraging others to post their favorite book adorned with the animated stickers that help bring them to life.

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Amazon: That Reading Feeling Awaits by Droga5 London

By Amazon

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