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Award: Graphite Pencil

Graphite Pencil / Writing for Advertising / Social / 2023

Inspired by its sing-a-long holiday campaign from the 90s, Amazon reintroduced its obscure, sweater-clad holiday choir to a whole new generation of shoppers. The team dusted off some vintage Ikegami HL-43 3CCD 2/3 cameras, wrote over 15 original songs, hand-built 13 custom sets, and sprinkled in a healthy dose of weird internet humour to soften the holiday sell through music. The campaign earned 9.9 billion impressions, became TikTok’s most-shared TopView ad of 2022, and helped Amazon achieve the highest holiday sales in company history.

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