Audible

I was part of a small team that pitched and won the Audible business. Our creative challenge was to make Audible relevant in a cultural landscape cluttered with awesome content. The campaign line, You Gotta Hear This, added urgency and relevance to a category long overlooked as sleepy and boring. The tactics gave consumers a way to experience the content—and inject it to their everyday social lives. We put content in taxis and on airplanes narrated by celebrities like Brad Pitt, Dustin Hoffman and Tina Fey. We created live-read theater productions directed by Wes Anderson. We even created a platform called QuipIt, which allowed users to select audio snippets and use them the same way they use GIFs.

Role: ACD/CW