SITUATION
Amazon Devices wanted to tell its sustainability story in a way that connected emotionally with customers. While the landing page would share data and technical details, the brand anthem needed to inspire and humanize the message—making sustainability feel approachable rather than intimidating.
TASK
As Global Creative Director I was asked create a cross-channel brand anthem that highlighted the sustainability efforts of Amazon Devices, broke through the clutter with an emotional, memorable story, and drove traffic to a landing page.
I started with this key insight: being sustainable doesn’t have to be extreme. Whether it’s throwing a plastic bottle in the recycling bin, turning down the thermostat, or biking instead of driving, even the simplest choices can make a big impact.
That sparked the idea to create a bold, humorous spot that'll exaggerate the impact a simple choice can have on the planet.
Amazon Devices wanted to tell its sustainability story in a way that connected emotionally with customers. While the landing page would share data and technical details, the brand anthem needed to inspire and humanize the message—making sustainability feel approachable rather than intimidating.
TASK
As Global Creative Director I was asked create a cross-channel brand anthem that highlighted the sustainability efforts of Amazon Devices, broke through the clutter with an emotional, memorable story, and drove traffic to a landing page.
I started with this key insight: being sustainable doesn’t have to be extreme. Whether it’s throwing a plastic bottle in the recycling bin, turning down the thermostat, or biking instead of driving, even the simplest choices can make a big impact.
That sparked the idea to create a bold, humorous spot that'll exaggerate the impact a simple choice can have on the planet.
But humor is subjective. First, we needed to align on what funny means.
Now that we know where we live (humor-wise), time to write some scripts.
A mood board to establish the look.
And one more script to keep in the back pocket.
A mood board for this concept. Similar but with a twist.
And to back up the concepts, we relied on data.
We're getting close to production. Time for a recap. 2 scripts to possibly film.
Script 1 was chosen. We moved into production. The shoot lasted 3 days.
Check out the final film below.
Check out the final film below.
And here's a behind-the-scenes of the film.
RESULTS
20M+ views on YouTube. 30% click-through to our custom landing page. Successfully reframed Amazon Devices as approachable and responsible while humanizing the sustainability story.
20M+ views on YouTube. 30% click-through to our custom landing page. Successfully reframed Amazon Devices as approachable and responsible while humanizing the sustainability story.
