How do we make the biggest brand in the world feel human?
Every Day Better shows how everyday products from Amazon empower people to follow their dreams and ambitions.
But the campaign wasn’t connecting with Gen Z on social media.
Posts not ads
The problem was the campaign felt too much like advertising, the wrong approach for social media.
Instead of ads, our idea was to show a fictional influencer using Amazon products to create social posts.
Native production techniques, content memes and pinpoint casting meant the work felt less like advertising and more like influencer content.
We made three thumb-stopping films featuring a selfie cake, a bubble monster – and advertising’s first ever nose twerk.