For Prime Video’s 2023 annual brand statement campaign, we leaned into what stood about about the women of Prime Video: the fact that they were messy, imperfect and yet still women we looked up to. We wanted to spotlight a fresh, young view of women in a multi-beat campaign throughout the year that featured content across the hub: from originals, to purchases and suscriptions.

To land this concept, we anchored in the idea of “Break the Roles” and how there is something for “every you.” This campaign drove increases in unaided awareness of the Prime Video brand and was the biggest campaign of the year.