Unlike anything Amazon Ads had ever done before, Code and Theory created this campaign used striking visuals and idiomatic language to speak to marketers and agency professionals — stripping away metrics and marketing jargon to focus on the recognizable worlds and real people their brand could reach.

The campaign represented a big opportunity to reorient Amazon Ads, moving their creative output away from product-forward messaging and towards immersive, impactful campaign-level thinking. We weren’t showing or selling product search and display ads; we were telling an ambitious story about the types of brands Amazon can serve, including aspirational, non-endemic industry leaders like 20th Century Fox, Mitsubishi, Mastercard, and more. Amazon Ads showcased that they can reach customers when they're streaming, gaming, listening and reading through their well-established properties like Twitch, Fire TV, Prime Video, Amazon Music and more.

In this way, “Your brand. Their world.” offered its audience an entirely new perspective on brand advertising — even as it maintained a core tenet of Amazon’s outlook: putting customers first.

In the end, this paean to the power of brand advertising showed how Amazon Ads’ immersive touch points can help marketers meet consumers in their moment and play a seamless part in their passions.