HarperCollins set out to reconnect Toronto subway travelers to the experience of storytelling through the written word with a campaign that harnessed the power of sound to promote notable titles.
The effort, developed by Toronto-based Dentsu Canada, incorporated four subway ads – two on the Bloor- Danforth subway line and two on the Yonge – University line – that each featured a striking image and an audio jack where commuters can plug in their headphones and listen to a brief excerpt from a book.
The narration concludes with the name of the book, a plot description and the tagline: “HarperCollins. We tell the world’s greatest stories.”