Grow Your Mind
This campaign via WiTH Collective called 'Grow Your Mind', for Audiobook provider Audible.com.au, features Jane Austen in couples' therapy and brain growth guidance from researchers at Sydney University's Brain and Mind Centre.
The Grow Your Mind territory was backed up by Audible-commissioned research that found almost two thirds of Aussies (62%) want to grow their mind but a third (35%) are unsure of how to do so.
The film content focuses on readers and author characterisations in therapy discussing their issues and tackling the idea that people often struggle to fit in time for reading to get through a book in this case, a flustered Jane Austen in a bonnet with a preoccupied reader. The integrated campaign, spans above and below-the-line channels including TV, cinema, digital and outdoor, plus a strong focus on publicity and social across platforms Facebook, YouTube, Twitter and Instagram.