Amazon Prime, W+K London, Director Michael Spiccia Bring A Green Thumb To "Concrete Jungle"
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Robert Goldrich11502 views
Wieden+Kennedy London has rolled out its latest campaign for Amazon Prime, as part of its global brand platform, “It’s On Prime,” continuing to position Prime as a membership that brings members closer to what they care about.
The campaign features two new spots directed by Michael Spiccia of MJZ--including this one titled “Concrete Jungle”--that address the theme of ‘New Beginnings.’ Both debuted in the U.S. during Dick Clark’s New Year’s Rockin Eve broadcast, with other global markets slated to run the work later this year.
“Concrete Jungle” features a young woman who moves to a new city. Feeling isolated and lonely, she discovers a passion for gardening and growing. After marveling over nature in the Amazon Original Good Omens, she gets inspired, eventually turning her small apartment into a green paradise through shipping plants and gardening equipment. Her new green fingers help her feel more rooted in her new apartment and more connected to her new community.
Amazon Prime encourages members to explore their personal interests through the entertainment they watch, the music they listen to, and the things they like to buy. You could say: whatever you’re into, it’s on Prime. This insight informs the creative strategy behind “It’s On Prime” to tell stories that bring a Prime membership to life in authentic and interesting situations.
Music continues to play a crucial role in the “It’s on Prime” campaign; previously, the 2023 spot “Tache,” directed by Olivia Wilde, propelled Queen’s lesser-known track Cool Cat back into the charts. Now, in these latest spots, Christine and the Queens’ Full of Life accompanies “Concrete Jungle.” And for the other alluded to new spot, “Double Shot Dad,” Chicago’s 25 Or 6 To 4 sets the tone. All songs are available on Amazon Music.
Client Amazon Prime Agency Wieden+Kennedy London Charlie Lanus, Lucas Reis, creative directors; Brendan Madden, Spencer Llewellyn, sr. creatives; Jon Harris, Jon Barnett, designers; Ana and Hermeti Balarin, chief creative officers; Aran Patterson, TV producer; James Laughton, executive producer; Richard Adkins, Amy Leach, heads of production. Production Company MJZ Michael Spiccia, director; Lindsay Turnham, exec producer/managing director; Stephen Johnson, producer; Drew Daniels, DP. Production Service Company Virtual Films Kharmel Cochrane, casting director. Editorial Trim Paul Hardcastle, editor; Helena Teixeira, edit assistant; Tatyana Alexandra, edit producer. VFX Framestore Michael Brown, sr. postproduction producer; William Bartlett, VFX supervisor/creative director; Darran Nicholson, sr. lead Flame operator; Robin McGloin, Flame operations; Jean-Nicholas Costa, sr. compositor; Yanru Yin, John Sellings, Kotryna Lidziute, Alex Ling, compositors; Harry Wormald, Chelsea Aston, DMP artists; Melvin Pillai, roto/paint. Color Company 3 Sofie Borup, colorist. Sound Design 750mph Jake Ashwell, sound designer; Olivia Ray, sound producer. Music Track “Full of Life” by Christine and The Queens