Audible has launched the “world’s largest” global AR campaign, reaching over 60 million people worldwide.

The move is part of Audible’s first-ever global brand marketing campaign, which has established a consistent voice across all markets and audience touch-points.

The campaign’s creative execution explores how listening to Audible immerses audiences in extraordinary worlds, altering their moods, perceptions and views, even during routine activities.

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As a result, this OOH element uses innovative WinDOOH technology to demonstrate how putting on headphones can ignite imagination and transport listeners from everyday life.

DOOH.com, the production studio on the project, used 4k all-weather cameras at each location to capture live images of the view behind each screen.

This created a window illusion, displaying the cityscape background on the screen, which then transforms into fantastical worlds inspired by popular Audible Original and exclusive titles like the sci-fi hit “Project Hail Mary” and the classic fairy tale retelling “The Little Mermaid.”

This is the first time WinDOOH, or ‘mass participation AR,’ has been used on a global scale.

The campaign runs for four weeks across the US and Canada and two weeks in the UK, gracing twelve screens in iconic locations, including New York City’s Times Square, Washington DC’s National Harbor and London’s Meridian Steps.

Audible Global Head of Media & Marketing Ops, Tom McKenna, said: “Our recently launched global brand campaign exemplifies the transportive power of Audible for our listeners.

“This cutting-edge technology is a perfect fit to showcase the different worlds Audible brings to life for our customers around the globe.”

DOOH.com, CEO, Andrew Phipps Newman, said: “When you listen to a story on Audible, you’re transported from your daily life. We’ve designed this campaign to reflect that experience through fantastical worlds, brought to life by WinDOOH.

“Utilising advanced AR technology, cameras were placed behind screens to capture real-time images, creating the illusion of a live background. Unlike traditional AR OOH executions, GroupM’s WinDOOH does not require viewers to use mobile devices to view the interactive elements. Instead, cameras integrated into the screens blend high-end visual effects, graphics, and animations with real-world video feeds. This innovation allows anyone viewing the screen to experience the AR elements with the naked eye.”