Beyond The Box.

Delivering Smiles.

The heart of our This Box campaign started with sixteen million boxes. While Amazon engineers were busy calculating how much they could remove from each box – wall thickness, packing material, weight – we were busy dreaming up how we could expand. We didn’t just see sixteen million boxes, we saw sixteen million sparks of inspiration, sixteen million occasions to tell a story, sixteen million opportunities to initiate change.

We ideated, created, and delivered a series of animated videos that would not only share Amazon’s initiative with customers, but would inspire them to reimagine ways to recycle their next box. We worked with their packaging experience and innovation teams to include a printed QR code on each box that would link to an animated video, plus arts-and-crafts instructions that would show customers how they could reimagine each box into something new. The goal was to create beautiful, playful animations that engaged, inspired, and encouraged customers to think, well, outside the box.

Only the Beginning.

The big takeaway: our collective work here isn’t done. It’s not even close. But together, we’re aiming for progress over perfection, for a few steps in the right direction, because big change so often starts small. And this series of campaigns is only the start: one product, one box, one delivery at a time.