Amazon’s First ever brand campaign

Amazon is the go-to place where people get the things of their lives. But…they’re not just things. It’s what people DO with them that makes life really meaningful, and makes every day better.

We created the first-ever brand campaign for Amazon. Seriously. They’ve done big fancy Super Bowl ads, but never a campaign that shows the world who they really are, and so we did just that: Create an enduring storytelling system that will influence how Amazon shows up in the world for years to come, using Amazon’s most iconic asset: real customer reviews.

This campaign is a peek into people’s lives, full of humanity and charm, showcasing the inventive spirit of Amazon users. We ran the gamut in tone - from heartwarming, to hilarious, to joyful, to weird – stories big and small that capture the massive range of people that let Amazon into their homes. And this is just the beginning.

CCO: Matt Murphy
ECD: Lauren Smith
Senior Copywriter: Lulu Wimberly
Senior Art Director: Kailey Riggen
Produced by: Rebecca Wilmer & Elena Licursi
Directed by: Gary Freedman
Edited by: Graham Turner
Color by: Matt Osborne
Work created at 72andSunny LA