If you’re going to spend all that time on your phone, you should at least seek an enriching tech experience. This is the message Audible wanted to communicate to consumers in their Mindful Moments campaign.
Why the apes? Well, if our closest ancestors found a tool to learn more about the world, wouldn’t they use it, instead of mindlessly scrolling?
Working with Tim Flach’s photography, we created an out of home campaign that specifically targeted commuters on the London Underground. The humorous ads distinguished the Audible app from other, less stimulating alternatives.