Give a Little Bit

In 2017, Amazon asked us to create their first global holiday campaign. In return we gave them a platform that went from strength to strength, stretching into every possible channel and touchpoint, going live in 12 markets globally, and helping them break sales records every single year right up to the pandemic.

Can you feel it?

In 2018 we wanted to talk about the enjoyment of the whole holiday season, so our boxes sang the Jackson 5 classic ‘Can you feel it?’ This was the soundtrack to a new global film in which people with Christmas spirit marvelled at seeing the boxes come to life.

Everybody needs somebody

In 2019 we moved on to talk about the feelings of togetherness the holidays bring. Our track this year was ‘Everybody needs somebody’ (from The Blues Brothers movie), which the boxes belted out over touching stories of human connection.

The Show Must Go On

Nobody could have predicted what the holidays would look like around the world in 2020 - it’s been an unprecedented year, so developing Amazon’s Christmas campaign meant treading a fine line.

Despite the fact that we may not be in a position to celebrate the holidays as normal this year, there is one thing has remained consistent throughout the pandemic - the tenacious, irrepressible spirit of optimism and positivity that individuals and communities have shown in pulling together to help each other through.

So this year, rather than focussing on Christmas sales or deals we decided to celebrate that irrepressible human spirit instead.

Our campaign tells the story of a young ballet dancer who wins the lead role in a performance early on in 2020. As the spot progresses we see how she, like so many others this year, has her dreams dashed when lockdown cancels the performance. But with the support of her little sister, and her local community, she is able to finally perform, showing that no matter what this year throws at us, with the support of others, and a little help from Amazon, “The Show Must Go On”.

Kindness, The Greatest Gift

Things were still tough in 2021 and we needed to find an approach that would resonate with the audience. We chose to tell the story of a young woman who is struggling with getting back to normal life, and to show that it is the small acts of kindness that have the biggest impact. The spot debuted a brand new Adele song, ‘Hold On’. We worked with the Diversity Standards Collective to engage with black women from the US and Europe who were living with anxiety to ensure we were accurately representing their lived experience.

The DSC said it was the most emotional reaction they’ve ever had to a session like this and stated, ‘It’s refreshing, and promising, to have these big influential brands recognise the importance of telling diverse stories in a way that resonates and paves the way for more of a variety of stories to share the spotlight’. .

Joy is Made

The Christmas season is a time for happiness, love and celebrations, but this year we are facing the biggest cost of living crisis of our time. Many people will not be spending as much, and being frugal will be a key thought in everyone's mind.

So, our Amazon Christmas campaign tells a story that proves what we all know. Joy isn’t bought, it’s made.

It was brought to life by Academy Award winning director, Taika Waititi.