CHALLENGE

In 2020, COVID-19 was creating worry, uncertainty and disruption, the world over. Stuck at home, people were turning to streaming platforms in record numbers, seeking comfort and escapism from the isolation of lockdown.

Prime Video wanted to make a stronger emotional connection with its customers in this time; to reach back to its viewers through a single, emotive campaign.

STRATEGY

A lasting connection starts with resonance: acknowledging the audience’s experience and mirroring their feelings and attitudes. The Smile campaign set about translating the ups and downs of our shared 2020 experiences into a message of hope and optimism.

For us, a smile offered much more than just a happy moment. ‘Every Smile Tells A Story’ gave Prime Video the platform to celebrate a wide range of emotions, and the stories and genres that express them best. It became a line that bridged the authentic value of Prime Video and the needs of its viewers.

SOLUTION

In development, it became clear how affecting, compelling and irresistible a smile can be. We also witnessed the power of nostalgia to bring a sense of hope and joy, so we paired the most iconic smiles of cinema with new and exciting Amazon Originals to really get the public smiling.

We looked to the Prime Video brand itself to see how it could bring to life our newly uncovered authentic expression. The existing Prime Video identity – used elsewhere in the Amazon ecosystem as an ‘arrow’ and previously unexplored as a design element for Prime Video – was the perfect opportunity for deeper, more connective brand storytelling.

We elevated the identity into The Smile - an ownable, flexible, and eye-catching asset that better connected Prime Video to its product and its audiences; it’s an identity that has delivered lasting recognition and stronger equity well beyond our campaign.

For Halloween we thought it was about time the baddies had some fun.