This was the ninth annual Prime Day event and the second Prime Big Deal Days. Initially, the global creative for this year prioritised the dates as the main message; however, in the EU, we were expanding to new locales where Amazon and Prime Day weren’t as well-known. So, I pushed the team to explore a different approach that flipped the hierarchy more towards explaining what Prime Day was. Using a big, bold headline, we were able to retain the essence of the global design system while creating a clearer read for our emerging European locales.

The new approach was adopted for all 13 EU locales; our team produced all primary creatives for OOH/DOOH, print, and digital display. As well as creating design guidelines and QCing all artwork created by our partner agencies for final delivery. The same design approach was taken for Prime Big Deal Days, substituting the tagline for the event name.