2025 collegiate Effies Semi-Finalists
Amazon prime:
Prime You
The Brief:
Amazon asked us to convince Gen Z to stop freeloading on their parents Prime account (which was even harder than it sounds!). So we turned a utility into an identity, and made Prime feel like something they'd want to claim as their own.
Challenge:
Gen Z doesn’t consider Prime essential because it’s seen as only transactional, not a personal brand.
Insight:
The best brands feel like they’re yours, even though they’re made for everyone.
Strategy:
Make Prime feel personal by putting Gen Z’s passions front and center. When Prime reflects your life, it becomes indispensable.
Big Idea: Prime YOU
A reimagined Prime experience tailored to Gen Z. From a personalized tab to local billboards and short-form celeb content, we made Prime all about YOU.
Creative Reel
Credits: Nia Jones - Creative Direction, Strategy, & Video Editing | Bella Eaton - Creative Direction & Strategy | Iza Icaza - Research & Strategy
2025 Collegiate Effies Judge
“The creative touchpoints and execution of this campaign were excellent.”
2025 Collegiate Effies Judge