We were tasked with driving sales of The Guardian through a children's audio book promotion. We chose to put the readers at the heart of the benefit – choosing to create scripts that showed how much joy the audio books could bring the adults – parents, grandparents, aunts and uncles – rather than the children. We positioned the audio books as the perfect solution for all mums and dads out there who perhaps weren't brilliant at bedtime stories; those who got the characters mixed up, or forgot the plot (or simply those who wanted a night off and a glass of wine instead).