Listening to an audiobook can change your Spotify habits, as well as your life

Most Spotify Premium users have no idea that there is a vast array of audiobooks they have access to. To encourage listeners to take advantage of this, Penguin Audio asked us to create a video and audio campaign to do just that.

Audiobooks are currently the fastest-growing segment in the publishing industry, with global sales increasing by 25–30% annually. This suggests that when they do give it a try, people find reading audiobooks just as, if not more so, enjoyable than traditional book reading.

After pitching a variety of routes, our winning creative concept was: Life Changes When You Listen.

We wanted our campaign to be simple and authentic, a direct counter to the big budget campaigns which you see in this market. We tapped into the emotional and practical way audiobooks can indeed change someone's life in a moment, focusing on the intangible change we all feel when we listen to something we love for the first time.

The three adverts show someone listening to an audiobook for the first time, being emotionally transported to somewhere better. To achieve this, we used a scene-setting video projection and minimal props to show the environment the person is in and then lighting and simple sound design, motion design and camera techniques to show the change of atmosphere when the audiobook plays.

Once we had our script, finding the right actors and individual audiobook titles for this project was key.

As well as the video versions, we also produced audio adverts to accompany the campaign.