With Kindle as our client for a mock campaign, our research led us to the key insight that this product is particularly appealing among presbyopic 40-60 year olds.

Translation: people who don't want to wear reading glasses. 

With the ability to increase text size and screen brightness, Kindle Paperwhite makes reading easy, especially for the over-40 crowd.

We wanted to play off this idea of "Light Reading," both in terms of weight and luminosity, and focus our efforts onto this demographic; specifically, the freedom that comes from being able to pick up your Kindle and be transported somewhere new...anytime, anywhere.