Amazon Ads

Matching the right customers, with the right businesses, right away


  • Audience Research
  • Campaign Strategy
  • Campaign Idea
  • Broadcast Production
  • Video and Photography

Small businesses forever need new customers. Amazon already has them.

Amazon partnered with us to develop a campaign that would convince entrepreneurs to put their faith in Amazon Ads — proving to small business owners that this mega brand was a colossal collaborator, not a corporate competitor.

Enter Ads that work as hard as you do: a campaign that found common ground between the world’s biggest business and the world’s small businesses, by bringing new customers closer than they could have ever imagined.


  • +26% Increase in ad revenues in Q3 (totaling more than $12 billion)
  • 408M Impressions from global campaign
  • 700K Website visits directed from campaign
  • Small businesses using Amazon Ads attributed +26% of their sales to Amazon ads.

Key Takeaways

  1. Doubled traffic to Amazon Ads' dot com destination
  2. Harnessed Amazon's customer data to support SMB's in reaching their target audiences
  3. Produced a global, integrated campaign in less than six months
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Understanding the landscape

Over 90% of businesses are small businesses. To earn the trust and ad dollars of this massive, multi-hyphenate audience, we first had to understand them.

So we led focus groups, conducted social listening, and dove into the latest economic data. What we discovered was a community of hard workers who wear every hat. They needed solutions that are flexible, scalable, and work fast. Just like them.

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Delivering the message

We meticulously built our campaign, "Ads that work as hard as you do," upon a shared language: hard work.

Our platform honored the nonstop effort of small business owners everywhere — and promised we would be worthy of it. Our execution proved it, with a unique visual metaphor that showed new customers are never more than an arm's length away with Amazon Ads.

Amazon hero
Given that this is the first large scale campaign Amazon Ads ran against a brand new audience, it’s thrilling to have exceeded expectations across visitations, video engagement, and brand.
Mallory Foster | Brand Manager, Amazon Ads

Harnessing data and driving impact

It’s one thing to talk about hard work. We knew Amazon had the bonafides to back it up.
Because Amazon isn’t just an ad platform; it’s a people platform where customers shop, stream, read, listen, search and even more.

Our campaign tapped into this truth, demonstrating how Amazon’s data and insights ensure every ad works hard.

Amazon Ads Ads That Work As Hard As You Do Pets

From corporate competitor to colossal collaborator

Ads that work as hard as you do was another high-performing collaboration between our agency and Amazon Ads — one that showed the best way bring Amazon Ads closer to its audience, was by bringing its audience closer to their customers.

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Ads that work as hard as you do

Code and Theory developed the integrated, global campaign connecting Amazon Ads with small businesses everywhere.

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  • Proved Amazon Ads are made to match the right person, with the right business, right away.
  • Doubled traffic to Amazon Ads' dot com destination.
  • Produced a global, integrated campaign in less than six months.

Driving B2B Growth

Partnering with some of the world's largest companies to fuel their business-to-business expansion.

Evolving E-commerce to Fit Modern Audiences

We are shaping the digital transformation of the industry by creating strong connections between audiences and brands.

Leading With Empathy and Inclusivity

Having deeper conversations, widening the funnel, and driving innovation with an inclusive-first lens.

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Reimagining Marriott Bonvoy as a Hub for Travel and Commerce

Evolving Bonvoy’s design system to be more modern and immersive while staying true to the core strong brand identity.

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  • Mobile-First
  • Contextualized Conversion
  • Flexible Design and Content Systems
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  • YETI x Code and Theory

    Innovation by Design

    Best in Marketing
  • Code and Theory

    Innovation by Design

    Design Company of the Year
  • Code and Theory

    Ad Age

    Agency A-List
Untitled design

Speed to Market for a Portfolio Optimization Tool

Crafting a UI for a complex product through user input and clear data visualization.

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  • Improving workflow processes through enhanced user interface design
  • Clear and simple data visualizations for complex data sets
  • Designing a roadmap to continue to iterate and optimize the product on a rolling basis post-launch

All Work


Says a Lot —


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