2022 Sounds Like 1984 in B-Reel’s Chilling Global Campaign for Storytel

Independent creative agency, B-Reel Stockholm, has devised a campaign for long standing client, Storytel, to promote the launch of the audiobook streaming service’s original remake of George Orwell’s 1984. Storytel’s audio experience is an immersive re-telling of the classic novel, made for 2022. The exclusive audio experience comes at a time where mass surveillance, alternative facts, cancel culture and media censorship is front page news. The chilling realisation of the similarities between the world in Orwell’s dystopian fiction and our current reality, is at the core of the creative concept, ‘2022 sounds like 1984’.

Storytel’s 1984 | International Version from B-Reel on Vimeo.

Zack McDonald, ECD of B-Reel said: “The times we live in feel like they’re calling out for the wisdom of Orwell. When you open your ears to what’s happening in the world, everything begins to add up. 2022 really does sound like 1984, and we hope this campaign gets everyone to seriously listen and reflect.” 

What’s more, beyond the disturbing connections between the book and our reality, the campaign also highlights yet another startling fact, 1+9+8+4=22 ; a thought provoking equation that became a central part of the campaign. The centerpiece of the 360 campaign is a short film bringing a modern touch to Orwell’s classic story — teasing a dystopian vision that comes to life in Storytel’s version of 1984.

Tobias Clewemar, global head of marketing creative at Storytel said: “The campaign breaks new ground in our category, and perfectly complements the creative nature of our brand. We were delighted to partner with B-Reel to celebrate our twist on this classic work, delivering it via a chilling and powerful new audio experience.”

The campaign launched on 15 August in Sweden and will run in Poland, Netherlands, Turkey, Italy, Bulgaria, Mexico, Denmark, Finland and Spain from 22 August.