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Ad of the Day: Audible billboards illustrate the escapism of a good book

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By Ellen Ormesher | Senior Reporter

November 30, 2023 | 5 min read

The campaign by spoken word entertainment provider Audible demonstrates how storytelling can transform the everyday.

A 3D billboard for a fantasy novel

With the help of LED lighting, the billboard looks as if it has been attacked by a dragon / Fold7

The ‘This is The Story’ campaign, created by Fold7, features special-build outdoor ads focusing on three genres available on Audible: sci-fi, true crime and fantasy.

Albert Hogan, senior director of brand and content at Audible, said: “With our partners Fold7, we set an ambition to create impactful OOH executions that not only showcase the transformative power of listening but also establish the range of genres available to our listeners – showcasing Audible as the ultimate home of storytelling.”

Each execution leans into its genre with lighting, 3D artwork and FX.

The fantasy genre looks like it’s been attacked by a ferocious dragon, appearing scratched, burnt, and still smoldering with the help of LED lighting and smoke emanating from it. With a strapline that reads: “This is the story of that motorway drive which turned into a real dragon awoken from its century-long slumber beneath the cursed mountain.”

The OOH for sci-fi appears to be beamed out of the media space and into the sky, with an eerie light glowing from behind the poster site and smoke to give it an other-worldly atmosphere. The poster reads: “This is the story of that time you waited to get picked up by an alien race that had been quietly planning its attack on Earth for decades.”

While the true-crime execution looks like it has been broken into through a large hole cut into the billboard, inside the hole is the interior of a bank vault with gold bars, which a 3D perspective artist painted. The poster reads: “This is the story of that lunch break when you went to the fridge and found someone had stolen your £53 million in the biggest bank heist in British history.”

The campaign tagline is: “Audible. For the story you need right now”.

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Dave Billing, executive creative director at Fold7, said: “Our “This Is The Story” campaign for Audible is the gift that keeps giving. We were tasked with using special build OOH sites to demonstrate how transformational great audio content can be. We’ve got aliens, dragons and bank heists, all bringing a surprising twist to the everyday. We hope they bring a little visual delight to Britain’s wintry streets.”

The campaign will run through early December on four major outdoor sites across London and Manchester.

A sci fi billboard
A true crime 3D billboard

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