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By Ellen Ormesher | Senior Reporter

August 18, 2023 | 4 min read

‘That Reading Feeling’ celebrates books as touchstones of culture and leans into audio for the first time.

The second installment of a campaign by Droga5 London (part of Accenture Song) for Amazon Books references the boom in audio storytelling, using radio ads to support the print, digital and social assets as it looks to inspire readers to get more out of what they read.

For the print assets of ‘That Reading Feeling,’ Droga5 London worked with photographer Felicity Ingram, who is best known for her fashion and beauty work for the likes of British Vogue. It also commissioned 110 designs from 19 well-known illustrators, including Angela Kirkwood, Steph Ramplin, Chrome and Lightning, Vicmcmxciii, Harry Bhal and Sebastian Rabaste, to bring new life to the invisible magic that happens inside our imaginations when we read.

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Each illustrator was briefed with just the genre of a book and a specific word or illustration to bring to life in their own unique way.

Across social, the campaign focuses on different characters as they react to the books they are reading. As we watch them read, an enchanting array of images and words pop up, using phrases like “Bye-bye reality, hello fantasy,” “Did not see that plot twist coming,” “Oh wow are they really about to...?” and “Just one more chapter.”

The radio campaign extends that dialogue into a new channel, exploring the various unique reactions that individual readers have when enjoying a book.

The campaign will run in the US and UK from August through to the end of the year. It includes online video advertising, digital, social, radio and OOH, including a billboard in New York City.

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