Amazon’s new ad brings the magic of books to life

The second instalment of the brand’s That Reading Feeling campaign features work by illustrators including Angela Kirkwood and Yonk

Amazon kicked off its book-focused campaign That Reading Feeling last year with a mixed media ad created by agency partner Droga5 London.

The second instalment of the campaign continues to celebrate the place of books at the heart of culture, and reflects the boom in audio storytelling by using radio ads to support the print, digital and social assets.

For the print campaign, the agency commissioned 19 illustrators (some from the first time around) to create 110 individual designs that bring new life to the invisible magic that happens inside our imaginations when we read.

Featured illustrators include Angela Kirkwood, Yonk, and Leanne Rule, while the photography was led by Felicity Ingram, best known for her fashion and beauty work for the likes of British Vogue.

Each illustrator was briefed with the genre of a book and a specific word or visual to bring to life. The result is a playful mixed media approach that seeks to mirror the rich mixture of feelings that a good read can bring.

The campaign also appears on social, where it focuses on different characters as they react to the books they are reading, and extends to radio, where it explores the unique reactions that different readers have when enjoying a book.

Agency: Droga5 London
Chief Creative Officer: Shelley Smoler
Creative Director: Matt Hubbard
Design Director: Matteo Alabiso
Senior Designer: Hannah Stewart
Creative: Chip McCoy
Creative: Ellie Keyes
Motion Designer: Michael O’Brien
Art Producer: Katerina Gharraph
Senior Creative Artworker: Paul Callaby
Artworker: Rob David
Photographer: Felicity Ingram
Illustrators: Chrome and Lightning, Vicmcmxciii, Harry Bhal, Yeah Nice Design, Vasya Kolotooosha, Sebastian Rabaste, Leanne Rule, Patricia Doria, Daniel Bornmann, Dillon Hutchins Marc Urtasun, Angela Kirkwood, Anatolii Belikov, Anton Hjertstedt, Steph Ramplin, Mat Voyce, Yonk, Thomas Burden, Joseph Melhuish