New Blood Entry — The Audibible
Award: Yellow Pencil
Audible / 2022
Welcome to The Audibible, our way for you to understand how to write more like Audible. There’s no plot twists or cliff-hangers, just an all-you-need-to-know guide to help you on your way.
In a world of content, information, and multiple choice, we want our service to stand tall above the crowd. Our amazing content does this already, but we need to make sure it's easy for our listeners to access it. This is our mission! We need to help our listeners join the dots so they're getting the most out of Audible. In doing so we create a user experience that's unique, fun, and personal.
Along the way you'll see how we use wordplay and wit to create fun in seemingly ordinary situations. You'll also see how we prioritize putting podcasts and Audible Original content at the forefront.
Let's go!
What did the judges have to say?
"The entry is clever, the writer has fun and the idea celebrates Audible - it can’t be any other brand. It would be an excellent tone of voice guide for Audible creatives to work with."
Manisha Sharma, Associate Creative Director, Toaster
"The person who wrote it had the most fun writing copy from the whole bunch. And they had a visual idea with some of it too, which means they understand words aren't just sounds but symbols. Rhythm can be translated and created with visuals. I thought that was a great skill to have and to award."
Sara Soares, Creative Director, Wunderman Thompson
"It is simple and perfectly written. And showed how powerful good copywriting can be."
Philip Bolland, Executive Creative Director, Philipp und Keuntje
"Audibible was a well crafted and considered approach to a tone of voice. It had a strong theme and felt right for the Audible brand. The examples were witty and characterful and the guide itself was written to be enjoyed by the reader. You could tell the author had fun with it, which is what you hope to see!"
Natalie Prout, Group Strategy Director, Jones Knowles Ritchie