Audible ▲

1984 social campaign

↘ Overview

Reimagining Orwell’s iconic 1984 as a modern-day social dystopia.

To launch the new Audible Original audiobook of 1984, we transformed Orwell’s iconic dystopia into an immersive and social cultural moment. With an army of influencers under our control we showed the world just how dystopian life could be if Big Brother had access to the technology and media available in the present day. From unsettling surveillance symbols and eerie CGI drones to strange signals that blurred fiction with reality, the campaign culminated in a region-wide Faux OOH broadcast from Big Brother himself and an AR invitation welcoming the world to step inside Orwell’s chilling vision.

75M+

social impressions

20%↗

in social followers

200+

pr clippings

01#

audiobook launch in eu

Tell me all Just the visuals

↘ The Strategy

No matter the century, people fear losing control over what is real...

And yet they’re strangely drawn to it. So we wanted to show just how easily, and unsettlingly, 1984 could come alive today in our digital-first worlds.

Our work addressed a real, growing concern coming to life on the social platforms the campaign took over. Through bold storytelling and strategic insight, we met our audience where they live – online – with a message that felt too relevant to be ignored.

↘ The Idea

From fiction to feed. Social is now under the influence of Big Brother.

We brought the world of 1984 to life by creating a social dystopian world and populating it with unsuspecting influencers. Once recruited to ‘The Party’ in Orwell’s novel, influencers and their followers were playfully left questioning their reality, trying to understand a shadowy world of cryptic clues, and wondering who was watching over their everyday lives.

By drawing a deep connection between 1984’s dystopian themes and 2024’s digital world of AI, deepfakes and drones, we were able to organically capture imaginations and feeds right across Europe.

MAKING OF █

↘ EXECUTION

Blending authentic influencer content with high end CG to fool the world.

Our campaign rolled out in three deliberate stages. First, we seeded the suspicion. Influencers were cryptically “recruited” with our bespoke 1984 packages, un-boxed in front of their followers. From here, strange happenings began to encroach on their daily lives. We worked with our influencers, taking their authentic stories and adding Faux CG animations at scale – drones, eerie surveillance signs, and mysterious symbols, all to baffle their audiences and question the reality of what they’re seeing.

Our campaign reached its climax with the final video launch, creating a Faux OOH take over of iconic landmarks across Europe. These films serving as an eerie broadcast straight from Big Brother himself. Influencers turned and became one of ‘The Party’, asking audiences to join the movement with a bespoke interactive AR filter developed by our in-house team.