In April 2024, Audible asked me to completely rethink their brand awareness campaign. They had tested a global agency concept but felt it lacked local resonance. They needed something more native, more relatable. We created a word-based campaign highlighting Audible’s vast catalogue, featuring top-performing titles and placing ads in strategic, high-traffic locations—train stations, metro stops, and business districts across France. The goal was to catch commuters’ attention and bring a smile to their face. We played with idiomatic expressions, clever wordplay, and cultural references. The campaign was very well received, leading to a clear boost in brand recognition, sentiment, and traffic.
