When Prime launched its new “Prime Changes Everything” campaign it came with an extra promise: To change the way we approached social. No more cutdowns or edits. We wanted to create social first content.
So while the TV and OLV featured some of history’s most epic and mythical stories with Rapunzel, Napoleon, and Cleopatra, we wanted to do the same, but for the internet. The internet has its own history and mythology in the form of memes and viral videos. So why not use them with surprising alternate endings, showing how the benefits of Prime affected the narrative?
My role: Creative