A simple truth we’ve found: people can’t really understand the power of an audiostory until they give it a try. The problem is, many modern entertainment consumers simply don’t see the point. They’re happy to keep reading and watching their stories. But they’re missing out on the most powerful storytelling medium humankind has ever known. That’s why we worked with our wonderful client Storytel to create a global brand campaign just for them: the audiobook rookies.

Open Your Ears uses bursts and streams of color to symbolize how stories travel through your imagination, highlighting all the mysterious and wonderful feelings that a great audiostory can conjure. B-Reel partnered with Studio Kleiner to make a stunning visualization of what can only be understood through experience.

The campaign takes a step away from the way the category typically communicates, primarily focusing on specific titles and rational messaging to appeal to longtime audiobook consumers. We instead took a more surprising and emotional approach. The kind of thing that someone who isn’t actively looking for an audiobook might just be intrigued enough to give Storytel a try.