Spotify was looking for a weird, fun campaign to break the mold and announce their audiobooks.

And we realized. Sometimes, reading sucks.

THE BIG IDEA:

DON’T READ.

EXPERIENTIAL

With the presence of the curious creatures like you see above, we intend to stir up some trouble, and get some attention.

These creatures don’t just tell the story, they escape it. Each one mirrors a character from beloved books, brought to life because the audiobook is just that immersive. We’ll launch hunts to spot, tag, and re-tag them in the wild, turning everyday life into a living, breathing storybook.

These characters will be strategically placed near relative Spotify advertising, which will appear in our goal to gain earned media.

We’ll drop subtle hints, like every character sporting our signature headphones. Whether they’re plugged in or not, these characters will turn heads and draw the brand right into the story.

Short Spots

As our escaped characters make headlines (and hashtags), we’ll feed the frenzy with short bumper spots and social clips, quick, clever peeks into their world. Think dramatic readings, close calls, and cliffhangers that keep audiences chasing the next chapter.

Karin Linne

Liam Kipp