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‘We Are The Readers’ Celebrates Community of Book Lovers

Orchard Advertising creates anthem with spot for Amazon Kindle India

Amazon Kindle India “We Are The Readers,” GPC Rating: 7

Orchard Advertising, part of the Leo Burnett Group, wanted to help the people of India rekindle their love of books from the past. As part of the attempt, the agency created “We Are the Readers,” a linguistically elegant spot that glorifies the Amazon Kindle’s intuitive features, all while celebrating the simple joy of reading.

“We Are The Readers” is a poetic ode dedicated to people of all ages, in different locations, at all times of the day, experiencing life’s inevitable rollercoaster filled with heartbreaks, pregnancies and falling in love. The one thing they have in common: they’re all avid readers.

Backed with a driving, memorable score, the film’s voiceover/song communicates a collection of relatable stories sure to resonate with every reader, learner, teacher, knowledge-seeker and story-collector.

“We Are The Readers” positioned the Amazon Kindle as a reliable brand, fit for anybody.

About the GPC Scale: Every quarter, the Leo Burnett Global Product Committee, comprising our top creative leaders from around the globe, gathers to evaluate the work from the global network. Over the course of a week, the GPC views, discusses and rates the work using our 10-point HumanKind Scale. Work that receives a 7-point rating is considered to be the benchmark for excellence in craft. To learn more about the GPC and the HumanKind Scale, watch this video.