Amazon Books invites readers to ‘Bring a Book to Life’ in new campaign via Droga5 London ~ helmed by Aussie expat Tara Ford + director Steve Rogers
Droga5 London, part of Accenture Song, has launched its new global campaign for Amazon Books and Kindle, spanning the UK, Germany, and the U.S., 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 director Steve Rogers through Biscuit Filmworks x Revolver.
‘Bring a Book to Life’ focuses on the idea that books need readers to co-create the worlds that exist. Unlike in other storytelling media, a story in a book doesn’t move forward on its own; it requires the reader’s imagination to give it life. The campaign was borne from the insight that active participation in world-building is a fundamental incentive for readers to pick up a book.
The campaign is the latest in Amazon Books’ mission to re-enchant the world with books and the unique relationship we have with them, especially as people devote more and more time to streaming and scrolling. Across different countries and generations, reading is something that has always facilitated understanding and connection. It’s a shared habit that many – if not most – wish to cultivate.
The hero film dramatizes the moment a reader opens a book: frozen worlds instantly animate and surge back into action where the reader left off and continue as the reader turns the page. From a samurai duel to a 1950s Berlin train station, a debauched manor and a chaotic post-apocalyptic chase, each world is paused when the reader looks away from the page – and reignites the moment they return.
The OOH takes highly visual genre moments – romance, horror, sci-fi, and more – and brings them to life with genre-specific illustration artists, using different styles, motion and sound, to appear on commutes, bus stops, and screens across major cities.
The idea extends into radio, voiced by acclaimed actor Jonathan Hyde, as the characters from books wait for people throughout their day. There’s a samurai with a blood feud, a sexy vampire prince, and mouldy submarine crew, all waiting to come to life as different readers go about everyday menial tasks.
Says Ford: “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
Creative Director, Design: Matteo Alabiso
Designer: Katerina Kotikhina
Motion Designer: Meric Pine
Motion Designer: Mike O’Brien
Producer: Katerina Gharraph
Production Assistant: Beth Allchurch
Head of Studio: Tim Larke
Artworker: Paul Callaby
Artworker: Rob David
Artworker: Luke Sneddon
Artworker: John Beechey
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
Production & Post:
Photographer – Kamila K Stanley
Agent – Making Pictures
Shoot Producer – Kristian Ariya @ Shoot Spain
Production Manager – Jose Godino
1st Assistant – Quentin Farrell
2nd Assistant – Eduardo de Armas
3rd Assistant – Gabriel Engleke
Digi Op – Matteo Miani
DoP – Hector Ferreno
Wardrobe – Julia Vendrell
Art Department – Lorena Moray
Talent – Francis Ackon, Batuham Sayis, Veera Casimira, Arnau Guerrero, Eva Zhi Boada Luna, Paula-Adjo Soli
Retouchers – Studio Private
Illustrators:
History: Luis Mazon
Romance: Wei Wu @ Jelly Illustration
Horror: Sam Lyon / Jelly Gummies
Thriller: Chrome & Lightning
Sci Fi: Jake Cormack
Fantasy: Jordan Speer / Beefstrong
Grade – Adam Clarke @ Microdot Vision
Sound – Offline Audio
Sound Engineer – Richard Paul Morris
Sound Producer – Sam Brock
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