Amasongs

— TEAM: INTERNAL AT AMAZON XCM // CLIENT: AMAZON —

How do you stand out, when every retailer has the same products?
For Amazon’s holiday campaign, we looked to the past.

(Note: if you’re super busy and can only watch one of these, scroll down and watch Robocats. You’re welcome.)

In 2022, we reimagined a beloved campaign from 1999 that felt like it was ripped straight out of the 1955.

We juxtaposing a stuck-in-time aesthetic and modern products, wrote 15 brand new songs and dusted off vintage cameras for an authentic feel that just can’t be faked in post. 

The result was an anachronistic, thumb-stopping, toe-tapping campaign,
chock full of earworms that only Amazon could sing.

It all started with a launch film to reintroduce our choir to a new audience with “Stuff!” ⤴️

Then we got weirder with Robocats and A to Z: ⤵️

We created a blitz of shorter songs around Black Friday and Cyber Monday,
highlighting all the ways you could be shopping and saving.

Even our :06s were fun-fueled, hard-sells

At the end of the campaign, we had over 10 billion impressions, Robocats was TikTok’s most-watched TopView ad of 2022, and Amazon had its best selling holiday season of all time.

— Awards —
London International Awards: Gold - Production Design, Silver (5x), Bronze - Original Music
The One Show: Bronze Pencil - Social Media Craft (+5 Shortlists)
D&AD Awards: Graphite Pencil Winner
Clio Awards: Bronze Winner (+2 Shortlists)
Webby: Winner - Experimental & Weird
NYAD Fest: Finalist (2x)