Amazon Coolster
An integrated campaign using Amazon’s ecosystem to launch a new electric car.
Challenge
Electric cars are sold as the rational and responsible choice. But the target audience, young European drivers, don't want boring, they want excitement and 'analogue adrenaline.' They want a car that fits the person, not a person being forced to fit the machine.
Solution
The campaign reimagined what it means to make a car fully your own. Rather than selling safety, the campaign sold self-expression and focused on customisation as the key leverage.
Collaborators:
Matthew Moriaty
Martha Vezyri
Sage Atie
