New Amazon Droga5 campaign celebrates the ‘invisible magic’ of books

Creative agency Droga5 London has worked with Amazon Books to launch its new global campaign, That Reading Feeling Awaits, which aims to “celebrate the place of books at the foundation of culture”.

The campaign includes six different videos that combine animations with images of different readers to denote different genres of books, which come together to demonstrate the magic of reading, wherever you are.

In one clip, we see a girl reading in a cafe, which then becomes a manga-style riff on A-ha’s classic Take on Me video, as the characters come to life and engage in a table fight scene. . Then there’s a charming stop-motion animation of a man and a dog in a boat, riding the waves that seem to be cascading from the washing machines while a man reads in a laundromat.

“There’s a magic to reading that modern media like streaming or scrolling simply can’t replicate,” says Matt Hubbard, Creative Director of Droga5. “An intimate relationship between reader and writer, the books release a myriad of feelings from joy to sadness to mind-boggling and everything in between. In a world of fast-paced content, diving into a good book has never been so rewarding.

“The reading is so special because it’s a co-production between a book and our imaginations,” says Chris Chapman, Head of Design at Droga5. “We wanted to show what it looks like, that while reading seems passive on the outside, the feelings it creates within us are richly multi-layered.”

Droga5 has also created social and outdoor assets that combine a simple photograph of a reader behind their book with illustrations of their “thoughts” and “inner monologue”.

More than 20 different illustrators, including Dan Woodger, Mat Voyce, Loulou Joao and Patrick Savile worked on pieces for the campaign with the aim of “creating an eclectic treatment that combines vivid textures with the freewheeling feel of content generated by the user”. , as Chapman says. The agency also worked with Amazon to create a bespoke sticker pack and emojis available through Amazon’s social channels.

The focus on books is an interesting pivot for Amazon, which had a firm focus on books when it was founded in the mid-1990s, and had a seismic impact on the publishing industry. In a 2009 interview with The New York Times, Jeff Bezos said he chose this industry because in 1994 there was “something very unusual” about it.

“There are more items in the book category than there are items in any other product category,” he said. “One of the things that was obvious you could do with an online store is have a much more comprehensive selection.” The brand has of course since grown to sell just about everything, as well as branching out into video on demand, music streaming, groceries, connected devices, and more.

Agency: Droga5 London
CCO: Shelley Smoler
Creative Director: Matt Hubbard
Creatives: Chris Russell, Ahmed Ellabib
Design Lead: Chris Chapman
Senior Designers/Art Directors: Hannah Stewart, Matteo Alabiso
Motion Designers: Michael O’Brien, Rob Wicksteed
Post sound and music: String & Tins
Production companies: Prettybird, Virtual Films, Black Kite Studios, Future Power Station, James Grimes Puppetry, Isabel Garrett/StopMotion, Studio AKA, Studio Private

Lucas E. Kelly