SITUATION
Millennials weren't buying Kindles. They saw them as more of a boomer device.
TASK
To change this perception, I was asked to create content that fit their lifestyles: travel, camping, living at home. This was during the second summer of the pandemic, and our Insights team told us reading was even more important then. Because it creates a sanctuary and a safe space.
As Global Creative Director, and I pulled together a tiger team of art directors, writers, a strategist, and a producer. I set up a Slack channel for ideating [my philosophy: more is more], had a couple of brainstorm sessions, and generated over 50 concepts in in just 4 days.
For each idea we wrote 1 paragraph with 1 piece of key art.
Millennials weren't buying Kindles. They saw them as more of a boomer device.
TASK
To change this perception, I was asked to create content that fit their lifestyles: travel, camping, living at home. This was during the second summer of the pandemic, and our Insights team told us reading was even more important then. Because it creates a sanctuary and a safe space.
As Global Creative Director, and I pulled together a tiger team of art directors, writers, a strategist, and a producer. I set up a Slack channel for ideating [my philosophy: more is more], had a couple of brainstorm sessions, and generated over 50 concepts in in just 4 days.
For each idea we wrote 1 paragraph with 1 piece of key art.
Ideas like Peloton for Your Brain.
Kindle is the best overall experience for exercising your brain. So, turn up that resistance knob and get ready to work out your mind.
Kindle is the best overall experience for exercising your brain. So, turn up that resistance knob and get ready to work out your mind.
I loved this one, but skewed a little elitist. Those bikes are pricey.
And ideas like We Are Readers.
A huge part of what helps us connect with each other is reading. It’s common ground. No matter what you read, we are all readers.
This one had a strong call to action. But was not product-focused enough. It's more about reading than Kindle itself.
A huge part of what helps us connect with each other is reading. It’s common ground. No matter what you read, we are all readers.
This one had a strong call to action. But was not product-focused enough. It's more about reading than Kindle itself.
The product line VP approved Better with Kindle. It lets us highlight both features and benefits (like longer batter life).
Here’s the concept statement.
After that concept was approved, I then narrowed the team to these three stories: Airport Terminal, Hot Tub, and Camping. Each focused on a specific feature: Battery Life, Waterproof, and Glare-Free Screen.
Here is the Hot Tub script. No dialogue. Just acting and SUPERS.
We shot for 2 weeks in Chicago, with 5 days production and 5 days post. Here’s the team on set. With my folks front and center next to Hot Tub guy.
Now for the fun part. Here are the 3 films cut into one. Watch his expression in Hot Tub.
RESULTS
Three :15 videos for social and the Kindle detail page. Client said, “Best content yet for the Kindle brand.” Approved by the VP.
Three :15 videos for social and the Kindle detail page. Client said, “Best content yet for the Kindle brand.” Approved by the VP.
