Amazon's Kindle is a leading e-reader, yet many older people still refuse to buy one on the grounds that tablets are cold, soulless pieces of technology and lack the tactility of a real book. How can we challenge this perception?

I created this campaign from scratch as a proactive drive to generate new business leads. 'Rekindle Your Love' uses the power of imagination to bring the content of books to life, selling the soul of the book – not the technology in which it is displayed. It was aimed to coincide with the launch of the latest model.