Why is there still so much stigma around romance novels? Is it the female gaze? The fact that the woman’s in charge? Or that — gasp — there’s a happy ending? When Audible tapped us to launch Audible Escape, their new romance audiobook package, we set out to challenge the cultural baggage around the genre and give people permission to unapologetically love love.

Step one: find the perfect partner. Mindy Kaling’s sharp humor and romance-loving energy made her the ultimate co-conspirator. With her on our side, we built a campaign that poked fun at the clichés while celebrating the joy, heat, and playfulness that romance brings.

From the hero TV spot, which debuted during The Bachelorette finale, to a suite of playful digital, social, and audio extensions, the campaign brought new audiences into the fold and helped Audible carve out a bold, fresh voice in the romance space.