The challenge: create an integrated marketing campaign to highlight what Amazon Go is, what we sell, and what makes us unique.
During the concept phase two ideas floated to the top:
#1 Amazon Go is all about finding your flow, it's a seamless experience for our customers.
#2 The magic of Amazon Go. You walk in, grab what you want and walk out. It's a magical experience that makes you feel light, joyful, giddy.
Both ideas spoke to the brief and strategy so we did what every creative on the planet looooooves to do. We Frankensteined them. Every day magic + Find your flow. The "flow" evolved into a graphic ribbon that takes our viewer on a journey, we infused the idea of magic by creating a wonderland world with animation and live action, we sprinkled a bit of movement and dancing and ta-da, our first big campaign.