Reclaiming The Audiobook Experience
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Create a type-led idea that explores diverse reading habits and the changing nature of reading.
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What started as a love of stories, has turned into a debate.
60% of Americans say that listening to audiobooks counts as reading. But 40% argues it doesn’t.
This rivalry has made audiobooks feel like something you have to confess saying “I didn’t actually read it.”
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Every reader was a listener first.
Go back to the first story you ever knew. Long before you could recognize letters or even hold a book, you experienced stories through sound, rhythm, and tone.
This gives us a truth we can all stand behind and rally around.
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Monotype x Penguin Random House celebrate listeners.
In collaboration, we can experience audiobooks in a way that connects both listeners and readers alike.
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Ask
In collaboration with Penguin Random House, create a type-led idea that explores diverse reading habits and the changing nature of reading.
The way we experience stories is evolving. Today, we don’t just read.
We listen.
Problem
What started as a love of stories, has turned into a debate.
Listeners
60% of Americans say that listening to audiobooks counts as reading.
Readers
But 40% argues it doesn’t count.
Because to them, listening is less earned and therefore, less real.
This rivalry has made audiobooks feel like something you have to confess saying “I didn’t actually read it.”
“I feel I sound like an idiot when in conversation I reference a book “I listened to”, rather than a book “I read”, like it has less sway because it wasn’t read, yet I absolutely absorbed just as much, perhaps more of its content.”
SteveJB313
“I’d never say "I listened to" in casual conversation unless I wanted to draw attention to the fact it's an audiobook.”
RuddyRhubarb
“People do this all the time. As if to read the book is somehow superior to audio.”
Nick_Writes
Insight
Every reader was a listener first.
But instead of arguing what qualifies as “real,” let’s rewind. Go back to the first story you ever knew. Maybe that was getting tucked into bed or around your preschool carpet.
Long before you could recognize letters or even hold a book, you experienced stories through sound, rhythm, and tone.
This gives us a truth we can all stand behind and rally around.
Strategy
Monotype x Penguin Random House celebrate listeners.
Creative Concept
Cadence:
A Font Shaped By Sound
A type-lead campaign built for the way stories first found us.
Team
Casey Hall - Strategy
Zoe Kennedy - Art Direction
Sara Cole - Art Direction
Madelyn Seabolt - Copy Writing
Elise Tanenbaum - Creative Brand Management