| Title | Holistic Measurement |
| Agency | Anomaly |
| Campaign | Amazon Ads |
| Advertiser | Amazon |
| Brand | Amazon |
| Date of First Broadcast/Publication | 2023 / 6 |
| Business Sector | Online Retail, E-store |
| Tagline | All that, for this? |
| Philosophy | As folks across the industry well know, great advertising takes months of strategizing, briefing, creating, and planning – thousands of hours of hard work that, unfortunately, can often be let down by a less than hard-working media placement. Celebrating the time, effort, and energy that goes into bringing an advertising and media campaign to life, Amazon Ads has enlisted Anomaly to develop and launch a new global brand platform “Ads That Work as Hard as You Do,” marking a new positioning for the brand. Debuting on the heels of an OOH activation at Cannes Lions, a 30-second global spot, viewable here, lies at the heart of the effort. It portrays the development of a campaign for fictional beverage brand ‘Cheri’, showing the hours of strategizing and development that goes into an ad campaign, only for it to run on a billboard that’s blocked by a tree, behind a busy freeway. The video closes out with the text: “All that, for this?” By ending with the image of the obscured billboard, the campaign drives home the message that Amazon Ads offers thousands of alternative premium media placements across integrated platforms, with measurement and analytics tools that make sure your media buy is worthy of all the hard work that goes into creating your campaign. It underscores Amazon Ads’ understanding of the hard work that goes into advertising, positioning it as on par with that of any brand or agency. The work is a lighthearted and self-aware look at what can happen when, despite the stars aligning to bring together strong media, strategy and creative partners, a campaign still ends up in a bad media placement. Moreover, it celebrates the engine that powers the advertising industry day in and day out: its people. Accompanied by three 15-second ads, the campaign is live in France, Italy, Germany, Spain, UK and Canada, and features online video, social media, digital display, and digital audio executions. |
| Media Type | Digital |
| Length | |
| Market | Canada, France, United Kingdom |
| Post Production | Electric Theatre Collective |
| Mix | Wave Studios |
| Advertising Manager | Carly Zipp |
| Advertising Manager | Dipal Shah |
| Advertising Manager | Colin Kikcio |
| Advertising Manager | Alex Andreadis |
| Advertising Manager | Marcellus Neel |
| Partner, Chief Innovation Officer | Natasha Jakubowski |
| Managing Partner, Head of Media | William de Lannoy |
| Innovation Strategy Director | Justin Alsop |
| Managing Partner, Executive Creative Director | Seth Jacobs |
| Creative Director | Dan Shapiro |
| Creative Director | Diego Fonseca |
| Creative Director | Giles Clayton |
| Art Director | Jessica Leonard |
| Copywriter | Kat Worrall |
| Art Director | Yianni Tzizifas |
| Design Director | Nate Blowers |
| Designer | Nani Harakawa |
| Head of Account Management | Elektra O’Malley |
| Business Director | Rachel Wintle |
| Account Supervisor | Hannah Goehri |
| Account Executive | Claudia Giblin |
| Executive Producer | Bronwen Lonsdale |
| Senior Producer | Mateus DeFaria |
| Producer | Lily McCann |
| Producer | Victoria McMachan |
| Media Agency | Rufus |
| Global Managing Partner | Anna Prendergast |
| Head of EU Expansion | Simon Smith |
| Global Director, Communications Design | Diego Lopez-Vega |
| Associate Director | Priya Jain |
| Global Manager, Client Advise and Management | Bianca Burkhardt |
| Head of Consumer | Harry Moss |
| Director, Client Advise Management & Planning | Philip Kreuzer |
| Director, Communications Design | Debbie Medeiros |
| Business Partner | Claire Sipos |
| Client Services Director | Ruth Gutierrez |
| Managing Partner | Beatrice Tisot |
| Production Company | ProdCo |
| Director | Ian Pons Jewell |
| Director | Jara Moravec |
| Director of Photography (DOP) | Mauro Chiarello |
| Executive Producer | Maddi Carlton |
| Line Producer | Shirley O'Connor |
| Editor | Tobias Suhm |
| Assistant Editor | Evan Carp |
| Senior Post-production Producer | Kortney Rubottom |
| Executive Post Producer | Antonia Vlasto |
| Post-production Producer | Samia Ahmed Turner |
| Post Production | Framestore |
| Executive Post Producer | Nick Fraser |
| Post-production Producer | Catherine May |
| Sound Designer | Gregory Caron |
| Partner / Mixer | Aaron Reynolds |
| Executive Sound Producer | Vicky Ferraro |
| Colorist | Luke Morrison |
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