Amazon’s Biggest Unboxing
The goal
Holiday advertising is loud.
Every brand is fighting for attention at the exact same moment.
Amazon needed a way to stand apart during our biggest retail moment of the year, while stirring up feelings of anticipation and wonder.
The Solve
Everyone knows the thrill of opening a package you’ve been waiting for.
So we scaled that feeling to city-sized proportions, transforming Amazon’s most recognizable asset into the largest unboxing ever created.
how it worked
Partnering with premium co-op brands, we built a series of immersive product worlds featuring top gifts of the season.
Each execution had to strike a careful balance: showcasing partner’s products while feeling unmistakably Amazon.
Because every billboard came with unique dimensions and viewing angles, each film was custom-designed to scale across the countries largest digital billboards.
The results
The work delivered more than 211 million impressions and contributed to record-breaking Cyber Monday sales, landing the biggest holiday shopping day in Amazon’s history.
As Amazon’s first 3D-Out-Of-Home campaign, the work set standards and established a new creative blueprint for the companies future 3D storytelling.
Role: Creative Director
Agency: Builders Club
DP: Derek McKane
