JukeBooks

Based on the core truths that despite format differences, the essence of the "book experience" remains universal and also that our earliest "audiobooks" were stories read aloud by a beloved family member, our strategy was to balance and reconcile the timelessness and uniqueness of the original/classic reading experience (i.e., books) with the convenience of modern day’s tech entertainment, thus reframing the audiobook experience as the "real book experience in its most modern version”. This strategy helped us to create the cultural connection as it did not compare itself to traditional bookreading, rather it communicated Jukebooks as a platform similar to other entertainment platforms of today (e.g. movies).

The creative idea aimed at bringing to life the unique experience and USPs of audiobooks within an environment built from book covers. The message "books that talk to you." describes the function of an audiobook on one level, and on another, it promises how this unique form of entertainment can elevate your relationship with books. In the production of the campaign material, AI was used as a valuable tool in the hands of the entire team (creative, production, director, animators) also complementing 3D animation and production. Specifically, regarding the intricate content on the book spines, it allowed for the creation at scale of so many animated images of high production value that would be otherwise limited.