Audible & Rebel Wilson Make Words Great Again In Campaign Via Emotive

Audible & Rebel Wilson Make Words Great Again In Campaign Via Emotive
SHARE
THIS



Audiobook and audio entertainment provider Audible.com.au has launched its latest multi-channel integrated brand campaign, featuring local actor and comedian, Rebel Wilson, as the self-appointed ‘Minister for Words’.

The campaign, developed by Emotive with Poem handling PR and talent amplification, empowers Australians to rediscover the power of the spoken word and ensure words aren’t being misused or neglected.

The mock political campaign reflects the current political and cultural climate and follows Wilson on the campaign trail to ‘Make Words Great Again’ in Australia.

It showcases how audiobooks can reintroduce Australians to substantial and meaningful words that inspire, entertain and expand their minds, whether that be on the morning commute, at the gym or as a way to relax and reduce screen time before going to sleep.

According to research commissioned on behalf of Audible, Aussies are keen to broaden their minds and to feel inspired by the words they consume, with 80 per cent of Australians feeling their conversations are becoming more negative, citing dishonest politicians (46 per cent), depressing news (43 per cent) and negative leaders (39 per cent) as the most common reasons.

Aussies are also looking to be positively impacted by the content they consume in 2019, with over half of those surveyed looking for more positivity or inspiration in the words, stories and public figures they come into contact with throughout the year.

The video explores how banal conversation, fake news, poorly chosen language and uninformative social feeds can bring people down and leave Australians feeling empty and uninspired, while Audible offers an enriching alternative.

Wilson is joined by several familiar Aussie faces in cheeky cameo roles such as comedian and national radio host Tanya Hennessey as an unenthused gym goer, WSFM breakfast radio host Brendan “Jonesey” Jones reprising his role as chauffeur, and comedian Jordan Raskopoulos as an avid Audible listener who has learnt about 17th-century agricultural practices.

The video declares that Australia deserves better and proposes that we choose the words we listen to wisely.

Audible and Emotive built the campaign on the insight that in a world of fake news, mindless social scrolling and uninspiring leaders, the right words are powerful tools that can transform our mind and mood.

So, isn’t it time we make words great again? The branded content will appear in multiple formats across TV, cinema, digital, social media and influencer channels.

Audible.com.au country manager Leanne Cartwright-Bradford said: “This campaign was born from the desire to inspire people and remind them of the power of great words, especially when we live in a climate where words appear to have lost their power and value.

“Audible is here to reignite a love and passion for words that inspire, entertain and educate.

“With Audible, it is easy to transport yourself to the mystical halls of Hogwarts on your morning commute, get motivated with Mel Robbins’ ‘Kick Ass’ while exercising, or relax before bed with ‘Big Little Lies’.”

Self-appointed minister for words Rebel Wilson added: “Australia is a nation of great speakers, from Gough Whitlam to Magda Szubanski, but we need to remember uninspiring words can really bring us down.

“So whether you’re a Parliamentary MP or a party MC, plug-in and broaden your mind, be entertained and embrace the power of great words with Audible!”

‘Make Words Great Again’ represents Audible.com.au’s fifth local campaign.

In addition to the hugely successful ‘Said I Read You… But I Lied‘ (starring Michael Bolton) and Listen To Your Book, the brand also showcased how audio can help ‘Grow Your Mind’ in late 2017 and previously partnered with The Equality Campaign to launch ‘Listen To Love’, an original audio series investigating equal love and voiced by local celebrities and everyday Australians.

Campaign credits:

Client: Audible.com.au

Marketing director: Rachel Beeton

Senior brand manager: Melissa Gompes

Comms specialist: Jack Dennis

Agency: Emotive

CEO: Simon Joyce

Lead strategy: Tyler Wilson

Business director: Marshall Campbell

Director / creative director: Zane Pearson

Senior creative/ second unit director: Rory Pearson

Senior producers: Hayley-Ritz Pelling & Tom Pearce

Production manager: Natalie Dagher

DOP: James Brown

Editor: Ben Kucharski

Colourist: Matt Fezz

Music & sound design: Nylon Studios

Sound designer: Stuart St Vincent Welch

Music composer: Adam Moses

Music producer: Karla Henwood

PR & talent amplification: Poem

Media: M2M

 

Please login with linkedin to comment

Audible Emotive Rebel Wilson

Latest News

Spikes Asia Portraits
  • Marketing

Spikes Asia Appoints Jenny Lau As Events Director

Spikes Asia has announced the appointment of Jenny Lau as events director. Based in Singapore, Lau will take overall responsibility for Spikes Asia.  Lau (pictured) has worked within the Asia-Pacific advertising industry for more than 20 years and brings a deep understanding of the trends and issues affecting the regional advertising and marketing industry. Lau […]

ANZ Brands Top Pattern’s Best Practice Ranking Of Brands On Amazon.com.au
  • Media

ANZ Brands Top Pattern’s Best Practice Ranking Of Brands On Amazon.com.au

Global ecommerce and marketplace specialist Pattern has ranked a group of 50 brands selling on Amazon.com.au based on a set of best practice criteria it has developed. Pet brand Zenify topped the ranking in Pattern’s Amazon Australia Benchmarking Report, scoring 82 per cent of the possible marks against a set of criteria designed to measure […]

Fifth Dimension Expands Executive Leadership Team
  • Marketing

Fifth Dimension Expands Executive Leadership Team

Fifth Dimension Consulting has announced the expansion of its executive leadership team in response to the organisation’s significant growth over the last 18 months. Lyndall Spooner has moved from the position of managing director to the role of chief executive officer (CEO).  As CEO, she will lead Fifth Dimensions’ innovation arm, as well as the […]

GoDaddy Australia Launches GoDaddy Studios To Support Creative Content By Small Business
  • Marketing
  • Technology

GoDaddy Australia Launches GoDaddy Studios To Support Creative Content By Small Business

GoDaddy Inc. has today announced the Australian launch of GoDaddy Studio, a new content creation tool designed for small and medium businesses to create beautiful visual content for their business for all platforms. Compatible on both iOS and Android mobile apps and desktop, GoDaddy Studio includes thousands of customisable templates and easy-to-use tools, providing small […]

Seismic Announces New Zealand Partnerships To Empower Businesses And Workers
  • Technology

Seismic Announces New Zealand Partnerships To Empower Businesses And Workers

Seismic has announced an expanded New Zealand (NZ) presence to support the transformation of sales and marketing teams, and enable the nation’s employers to focus on upskilling their workforces to overcome a digital skills shortage. The company has also signed NZ-based specialist consultancies, Fresh Perspective Sales (FPS) and Jumping Fox Interactive, as its first two […]

Booktopia’s Alex Huntley On Partnering With SaaS Platform Freshworks And Tackling The Pandemic
  • Marketing

Booktopia’s Alex Huntley On Partnering With SaaS Platform Freshworks And Tackling The Pandemic

Alex Huntley, Booktopia’s head of customer experience, recently appeared at software company Freshworks’ recent digital CX summit RE:SOLVE. During the summit, Huntley shared his thoughts on future-proofing customer service architecture.Huntley sat down with B&T to discuss Booktopia’s partnership with Freshworks and how it has helped their platform develop. B&T: Why did Booktopia first decide to partner […]

Nestlé Oceania Adds The Edison Agency To Strategic Design Roster
  • Marketing

Nestlé Oceania Adds The Edison Agency To Strategic Design Roster

The Edison Agency has made four new appointments in its Sydney office to service the continued growth across key account The Arnott’s Group and the recent appointment to Nestlé Oceania’s strategic packaging design roster. Over the past 12 months, the culmination of strategic and creative work across the Uncle Toby’s brand and continued growth of […]

SCA Launches Smart Speaker Experience Tom & Olly’s Guide To Lockdown
  • Media

SCA Launches Smart Speaker Experience Tom & Olly’s Guide To Lockdown

SCA has announced a new smart speaker experience for the Hit Network, with Tom and Olly’s Guide to Lockdown. A voice-activated way to get inspiration and information on fun activities that can be done at home, the guide is curated to appeal to a wide audience. Smart speaker users will find a range of ideas […]