Ads that work as hard as you do.
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Your ads are only as good as your media.
And, as everyone who works in marketing knows, far too often all your hard work is let down by a less than hard working media placement. To introduce Amazon Ads to the global marketing industry, we dramatized this painful, universal truth and paid tribute to our hard working audience in the process. 
The campaign was launched ahead of Amazon unBoxed, the brand’s annual trade show held at the Javits Center in NYC. With thousands of marketing and media professionals descending on the city, we took over the World Trade Center with an outdoor campaign reinforcing our new brand positioning.
And since every file name acts as a historical record of all the rounds of hard work that went into making an ad, we decided to turn the file name we used to create the longest billboard in New York, into the longest billboard in New York. 
MoMAD: The Museum of Modern Advertisers
At the unBoxed event, we immortalized our audience’s daily acts of hard-working-heorism in marble (well, faux marble), with a tongue-in-cheek activation, elevating marketers and media buyers to the Greek-God-like status they so desperately deserve. 
The statue plaques delved into the mythically relatable story behind each ‘marketing tableau,’ along with bespoke audio soundbites that played through concealed speakers. 
Creative Team:
Diego Fonseca, Dan Shapiro, Jess Leonard, Kat Worrall