The Young Ones competition is one of the most acclaimed advertising, interactive and design student competitions. It has a tradition of excellence dating back to 1986.
To introduce Spotify audiobooks to Gen Z, we're challenging old conventions in order to appeal to a new generation of readers. Loud Library is a statement that seeks to write a new narrative about reading going forward. Reading does not have to be quiet, it can be loud.
To promote this message, our campaign will be launched by taking over libraries by removing all of the physical books and replacing them with audiobooks, thus providing a reading experience unlike any other. The Loud Library campaign will also live in the real world through OOH and Ambient advertising, where the message can be picked up by a broader audience and spread further.
The Loud Library encourages users to turn the story up and read with their ears.