Amazon

RECRUITMENT CAMPAIGN

creative direction

Amazon is one of the fastest-growing companies in the history of the world. But in March of 2020, they were having a make-or-break moment. Amazon is a massive operation that requires immense technology, extensive facilities and one critical piece: people.

When faced with the need to fill the largest work order in history, Amazon turned to us for help. We built a strategic foundation centered on the emotional needs, the human motivations, and the cultural realities at play in job candidates’ lives in 2020.

This strategic vision for the candidate experience evolved into a deep partnership and creative platform. A platform that, through paid and organic interactions, brought emotional relevance to a traditionally transactional relationship.  The results were dramatic. Amazon hired 527,000 new employees between January and October -- that’s the population of Miami. Amazon was able to expand their fulfillment infrastructure by 50% this year and put $158 million dollars into peoples’ pockets. The campaign solidified Amazon as a leader. An expert. Agile. But most of all: human.

Make Someone’s Every Day

What if just by doing your job you could make hundreds of, thousands of people smile a little more? Well, let me ask you this. Have you ever been disappointed to see an Amazon box on your doorstep? When you work for Amazon you’re not just sorting and sending packages. You are a part of something much bigger. Every pick, pack or scan has a story and a smile waiting at the other end. It’s not just a pair of shoes you’re delivering. It’s shoes that someone bought to take their wife dancing on their 45th wedding anniversary. You’re not just fulfilling orders, you are fulfilling lives. You are an essential worker bringing survival tools like hand sanitizer and double fudge brownie mix to people when they need it the most.At Amazon you get to deliver smiles, working the hours that make you smile. Whether you prefer working in the middle of the night, or you love the challenge of delivering someone the bag of dog treats they desperately need in under two hours, you can take pride knowing you are making someone’s every day, every single day.

OBJECT RECOGNITION:

Insight: The Amazon smile is a sign that your everyday is about to be made. So we’re going to turn that into an AR trigger that automatically makes your day - with a job offer.

Idea: We’re going to turn the Amazon smile that makes someone’s everyday into a special type of “QR code.” Simply focus your phone’s camera on the smile and boom, it will trigger an opt-in to apply directly for an Amazon job.

The application can have a line like:

Copy: Pack, ship or deliver smiles with Amazon. Fill out the application now.

You know the feeling. Now start making it happen.

By applying, you can also make an Amazon’s employee’s everyday, by getting them an instant referral bonus. Simply scan the smile and customized codes on workers uniforms or nametags, and they’ll get paid if you get hired.