Books need readers to co-create their worlds is a striking idea. A story in a book doesn’t progress until a reader opens that book and their imagination gives it life. Droga5 London has turned it into an evocative campaign, Bring a Book to Life, for Amazon Books and Kindle, running across the UK, Germany and US.

In the hero commercial, directed by Steve Rogers, scenes from books are presented as still images, as if asleep, until a reader opens their book.

In the digital shorts and OOH, the books coming to life is represented by glorious animations, using different styles, motion and sound, to appear on commutes, bus stops, and screens across major cities.

In radio, actor, Jonathan Hyde, voices characters from books as they wait for readers to bring them to life as they go about ordinary everyday tasks.

The new campaign is an evolution of launch campaign, That Reading Feeling Awaits, and is the latest in Amazon Books’ mission to make the world fall in love with books again and the unique relationship people can have with them, capturing the rewarding collaboration between book and reader. It launches at a time when scrolling and screen-watching are being seen as less healthy pastimes.

The campaign is not light years away from Audible’s global campaign, that is currently running in Australia: