'Contrasting Pairs' Prime Social Native

The Challenge

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You might not expect top-notch streaming and lightning-fast delivery to go hand in hand, but that’s exactly the unbeatable combo you get with an Amazon Prime subscription. As part of Amazon's creative team, our task was to find a playful, social-native approach to communicate these benefits to a Gen Z audience.

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After diving into meme culture and TikTok, we discovered a trend called "things that shouldn’t work together but do." We found that contrasting combos like pasta sandwiches, jam omelettes, and McDonald's fries dipped in ice cream resonate with this idea—just like our Prime membership.

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What I did about it

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I’ve eaten a lot of weird things in my time, but the dish I distinctly remember was chocolate and cheese pizza in Brazil, and it just happened to be the perfect visual for our native social campaign.

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I was pretty chuffed that made it into the mix.