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Client: Amazon
Brand: Amazon Music Unlimited


Amazon entered the music streaming marketing in November 2016 with Amazon Music Unlimited – a catalogue of 40 million songs, playlists and personalised stations.


Our approach was simple and authentic, reflecting the environment in which the messaging was to live. Online is owned by the audience and communication is always on their terms, so we followed this lead, appropriating the language of UGC and thirst for high volume, short-form content, to develop ‘Moments’.


Born from the simple truth that ‘music makes life better’, this campaign, which runs across video content, radio and social, shows how Amazon Music Unlimited has the ability to enhance every moment in life, from the mundane to the sublime and the downright ridiculous. 


For the first phase of the campaign, we have harnessed the widespread love for videos of babies and animals, and borrowed from the world of memes to create entertaining, shareable content. Phase two focuses on poignant and emotionally charged moments including a same sex couple meeting the parents for the first time - a timely film which was chosen by Amazon Music to front its sponsorship of Pride UK 2017.


Our campaign is now pounding the newsfeeds, social channels and airwaves of the US and the UK, each celebrating Amazon’s vast and accessible music library.


Everything from strategy to concept to production to post-production was handled within the walls of A+B; and the great thing is, there’s more to come.

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