Amazon Books invites readers to ‘Bring a Book to Life’ in new campaign via Droga5 London
Droga5 London, part of Accenture Song, has launched a new global 360 brand campaign for Amazon Books and Kindle, led by Aussie expat Tara Ford, who took on the role of Chief Creative Officer earlier this year.
The new creative concept, titled ‘Bring a Book to Life’, is an evolution of the launch campaign ‘That Reading Feeling Awaits’, and features a cinematic hero film directed by Australian Steve Rogers through Biscuit Filmworks x Revolver.
Rolling out across the UK, Germany and the U.S., the campaign aims to reframe reading as an active, imaginative experience, one that places the reader at the centre of the storytelling. From frozen scenes to immersive worlds that spring to life only when a reader turns the page, the campaign visualises the idea that books are nothing without readers.
The hero film jumps between striking visual worlds, including a samurai battle, a post-apocalyptic chase, and a glamorous 1950s Berlin, all paused until the reader resumes turning pages. Complementing the film are genre-driven OOH executions, radio spots voiced by Jonathan Hyde, and digital content, all designed to celebrate reading as a powerful co-creative act.
Says Tara Ford, Chief Creative Officer at Droga5 London, part of Accenture Song: “Remember the dark art of reading something longer than a social post? Remember the feeling of being totally immersed into another world via your imagination? This campaign beautifully captures the rewarding collaboration between reader and writer and the compelling entertainment that is waiting to happen. All you have to do is open a book and read.”
Says Larry Seftel, Group Creative Director at Droga5 London, part of Accenture Song: “Way, way before interactive media was a thing, there were books. Put plainly, books are nothing without readers. Sure, the author has an idea of what her characters look and sound like, but when we read, we make worlds of our own, no two exactly alike. There is literally no other art form as thrilling as this and our campaign is a celebration of this truth. When we bring books to life, they do the same for us.”
Says Josh Fein, Director of Worldwide Marketing for Amazon Books: “At Amazon, our mission is to inspire readers with our wide selection of books across genres for every taste, making it easy to discover their next favourite and get the most out of reading. Today, we’re thrilled to launch our new campaign, ‘Bring a Book to Life,’ celebrating the magical partnership between readers and authors. Every unopened book is a universe waiting to be brought to life, where readers transform words into vivid landscapes, complex characters, and unforgettable moments. Books put the reader at the centre of the action and through this co-creation, each reading experience becomes deeply personal and transformative, with readers painting their own mental pictures and forming emotional connections that are uniquely their own. We invite everyone to join us in this journey of discovery, where your next literary adventure is just a page turn away.”
Agency: Droga5
CCO: Tara Ford
Group Creative Director: Larry Seftel
Associate Creative Director / Senior Art Director: Wil Maxey
Associate Creative Director / Senior Copywriter: Elliott White
Head of Production: Peter Montgomery
Producer: Joseph Pawsey
Assistant Producer: Kate Shelley
Production Company: Biscuit Filmworks X Revolver
Director: Steve Rogers
DOP: Lukasz Zal
Executive Producer: Katie Keith
Producer: Simon Eakhurst
Founding Partner: Shawn Lacy
Managing Director: Rupert Reynolds-Maclean
Head of Production: Emily Atterton
Production Manager: Luke Thornton
Production Designer: Shane Valentino
Casting Director: Leanne Flinn
Stylist: Rosa Dias
Service Production Company: Unit+Sofa
Hair + Makeup: Veronika Vandasová
Editing Company: Work Editorial
Editor: Rich Orrick
Executive Producer: Frankie Elster
Assistant Editor: Miles Watson
Post Production: Time Based Arts
VFX Supervisor: Sheldon Gardner
Colourist: Simone Grattarola
Audio Post Production: 750Mph
Sound Designer: Sam Ashwell
Sound Producer: Olivia Ray
Music Company: Resister
Composer: Adina Nelu
Music Supervision: Run Get Music
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