Parkside Book Clubs | Audible
TEAM:
Solo ProjectMY ROLE:
Art Direction • Copywriting • Ideation • Design Direction • Case Study Design • OOH • UI Design • GuerrillaTHE ASK
Most Audible listeners read their books indoors. With anxiety and depression growing exponentially over the last decade, how can we convince users to listen to audiobooks outside in a more active way to improve their mental health?
THE SOLUTION
Let's transform neighborhood parks into their very own book clubs and show listeners that it's not what you read that’s important, but where you read it that matters just as much.
Out-of-home posters will launch the campaign in bus shelters and subways, parodying the look and feel of best-selling audiobooks and showing the club's benefits for book lovers.
Each park will have its own in-app community where listeners can share book recommendations and connect with book lovers near them.
Audible’s leaderboards will show which books are trending in their neighborhood and what the community thinks of them.
We’re also taking over parks, showing off Audible favorites on bike paths and walkways to give listeners inspiration for what to read next.
