Jennifer Coolidge gets lost in Audible in new campaign following viral Bondi stunt via Hello

Audible and independent creative group Hello have revealed Jennifer Coolidge’s viral Bondi stunt as the opening move in an elaborate integrated campaign, with a tell-all ‘stunt after-film’, consumer experience and campaign built around the simple idea: you can get lost in an audiobook.

Audible has revealed that what looked like a spontaneous celebrity sighting in Bondi was, in fact, the opening move of a carefully orchestrated campaign created with Hello.

Audible and Hello secretly brought Jennifer Coolidge into Sydney, where she was ‘spotted’ wandering around Bondi with a bright orange trolley, headphones on and completely lost in an Audible audiobook.

The moment was seeded through a carefully architected mix of media and strategically selected creators, designed to spark a public stir, build real-world intrigue and subtly nod to the brand, before revealing what was, in fact, the beginning of a much bigger Audible campaign.

The stunt was never designed to exist in isolation, with a reveal film, consumer activation and campaign to follow.

Audible has now released the tell-all ‘stunt after-film’, revealing how Coolidge walked off set after becoming lost in an audiobook while filming the Audible Australia brand campaign.

The after-film connects the intrigue of the earned sighting with the launch of the broader campaign, revealing the Bondi moment as the opening chapter of a much bigger idea.

Says Audible Global Head of Brand Media and Australia Hub Lead Polly Blenkinship: “We’ve been overwhelmed by the fandom and attention generated around the world. The creative concept really allows Jen to be Jen, and like Audible, she has this incredible ability to connect with so many different audiences. She’s funny, warm and authentic, with the  ability to make people stop and pay attention. With the stunt we were able to earn fame first, then amplify that momentum through content and media investment to maximise reach and effectiveness.”

With the stunt landed and Coolidge’s reveal film now out, the idea has evolved into a high-reach integrated campaign, with TVC, social, retail films and OOH launching across Australia.

Adds Blenkinship: “The Bondi moment was designed to bring the idea of getting lost in an audiobook to life in the real world. Now we’re carrying that same idea into the paid media campaign, bringing the magic of getting lost in a great story to audiences across Australia.”

Hello Chief Executive Officer Sam Kelly thanked the team behind the campaign: “This was a bold idea enabled by bravery and shared ambition. For too long, we’ve been told brands can’t play meaningfully in culture, or that doing so comes at the expense of traditional advertising principles and marketing effectiveness. The truth is, you can have it all.

“It requires integrated thinking from the outset, alongside serious internal alignment around the vision, objectives and investment. This is a statement campaign that has already rewarded that bravery and demonstrates what our pioneering Hello & Audible integrated model can deliver when strategy, creative, earned, creators, talent and media are designed to work together from day one.”

Following the earned, creator and talent-led launch phase, the full Audible campaign is now live across TV, social, retail and OOH.

Client: Audible
Polly Blenkinship – Global Head of Brand Media & Australia Hub Lead
Pru Turnell – APAC Communications Lead
Alex Conomos – Director, Brand and Content Marketing
Sara McKeown – Director, Brand and Content Marketing
Jayden Koulizakis – Social Media Marketing Manager
Rhys Gower – Head of Media, APAC
Georgia Lindley – Influencer and Media Partnerships Manager
Riya Thakerar – AU Media Manager

Creative + integration: Hello
Sam Kelly – CEO & Partner
Caroline Berdayes – CFO & COO
Daniel Fryer – Executive Creative Director
Ben Stavert – Director of Social & Editorial
Josh Manning – Head of Strategy
Allex Conley – Head of Publicity
Olivia Watts – Head of Events
Seamus McShane – Head of Design
Mary Chbib – Head of Talent
Sunny Manadavadi – Client Lead
Xantre Macaraeg – Account Director
Carla Wong – Account Director
Gill Axia – Senior Account Manager
Alana Young – Senior Editor

Production Company – Somewhere Nowhere
Director – Josh Logue
Producer – Zac Warneford
2nd Unit Director – Finn Ashton
DOP – Simon Ozolins
Production Designer: Cloe Jouin
Wardrobe: Roma D’Arrietta
Casting: Wayward Casting

Editors: Lucas Vazquez & Jordan Swioklo
Colourist: Alina Bermingham
Online: Brad Smith

Sound: Electric Sheep Music

Media Agency: Wavemaker

Roll-Out: Hello Create (internal studio)

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