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Audible had a cultural relevance problem. The content was extraordinary. The perception wasn't. Audiobooks were sleepy. Niche. Easy to overlook.
We pitched and won the business with a campaign built around a single idea: You Gotta Hear This. The line gave the category urgency. The tactics gave it presence—content in taxis and on planes, live theater productions directed by Wes Anderson, and QuipIt, a platform for sharing audio snippets the way people share GIFs.
Audible bought the line. The rest stayed on paper.
The brief was a cultural reframe. Audiobooks weren't failing—they were invisible. The category had no urgency, no shareability, no reason to talk about it the way people talked about what they were watching or reading.
Every execution was built around the same insight: find people where they already had headphones in and make ignoring it impossible. Captive audiences. Contextual placement. Social currency. The platform held together because the idea held together.
One video got made. The thinking was bigger than what got built.
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