VP Global Brand Marketing: Claudine Cheever Production Company Producer: Saul GermaineĮdit Assistant: Sidney Williams / Craig Griffiths Heads of Production: Rich Adkins, Amy Leachīusiness Affairs Co-ordinator: Lenya James CREDITSĬreative Directors: Charlie Lanus & Lucas ReisĮxecutive Creative Director: Susan HoffmanĬreatives: Georgina Brisby and Marcelo Duarte and Canada with additional relatable stories to follow. We loved the way Olivia Wilde tackled teenage comedy and coming of age in Booksmart and were excited to see what she could bring to the script." "We also felt that this was an inherently female story, so were keen to work with a female director to bring it to life. "Once we had script approval, we knew we wanted a director who could make this film feel fun, fresh and cinematic," the pair tell Muse. She then orders a Freddie-inspired jacket via Prime, confidently walks into school and dances to the beat of her tunes. This insight is even more powerful when you consider people going through big life moments."Īs the young woman weighs hair-removal options, she looks around her room, at her mustachioed and unibrowed heroes-Einstein, Frida Kahlo, Freddie Mercury and Eddie Murphy.
Prime caters to individuals at every stage of their lives, encouraging them to explore their personal interests through the movies they watch, the music they listen to, and the things they buy.
"We wanted to inspire customers to see Prime in a more emotional and meaningful way," say Georgina Brisby and Marcelo Duarte, creatives at Wieden+Kennedy London, which developed the campaign. When body hair sprouts in places you wish it wouldn't appear, how best to proceed? Do you wax? Should you pluck? In a :60 for Amazon Prime, a young woman unabashedly rocks it instead, inspired by her pop-culture heroes.Ī 30-second version ran during the Academy Awards, and the work intros a new tagline: "It's on Prime."
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