Campaign details
Brand: AmazonAgency: Lucky Generals
Summary
The very word 'Planning' implies an upfront act. Set out a clear course of action, then watch your beautiful strategy unfold.
But 2020 revealed this definition of planning as nonsense, because it was the year when nothing could be predicted.
This is the story of how a combined client and agency team planned their way through a constantly evolving pandemic, a global awakening on racial equality and a host of technical challenges to produce a holiday ad that somehow, against all odds, perfectly captured the moment.
We did this by...