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Kobo breaks new campaign

Rakuten Kobo has begun a new campaign for its line of e-reading devices. The campaign, developed by The Garden of Toronto, is a follow-up to the brand’s 2022 “Be a reader, not a follower” campaign. The new creative encourages consumers to “unleash their main character energy,” as if they were the protagonists of a story. The commercial depicts a woman listening to a romance audiobook and comparing it to the activities going on around her during her morning commute. The commercial is accompanied by out-of-home, cinema and Spotify audio ads. It will run until Sept. 4. Media work is being conducted by Cairns Oneil.

“E-books and audiobooks allow people to escape into their own fantasy land,” said Lindsay Eady, creative director at The Garden. “Instead of going a traditional route and altering the world around her to reflect that, we wanted to show our hero unabashedly living her own lore, regardless of the ‘cover judgers’ on the bus giving her side-eye. It’s a reader’s world and everyone else is just living in it.”

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