We were asked to help increase sales of Penguin Audiobooks by convincing readers that listening to audiobooks can be as good as listening to the authors themselves. Taking the iconic figures of William Shakespeare, Mark Twain and Oscar Wilde, we merged realistic depictions of their appearances with the shape of headphones, implying that the writers would actually be whispering into the ears of whoever wore them. In less than a week after the release of our ads, awareness of Penguin Audiobooks had increased by 15% and sales had also gone up by 7%.
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