Have You Heard?
“Amazon Music ignites fandom to bring you closer to who and what you love”
Amazon Music’s global brand refresh centered on igniting fandom for all listeners. We partnered with Wieden+Kennedy Amsterdam to create a global campaign based on real fan stories, based on the truth that once you’re a fan of something, your excitement is infectious – and that sharing that excitement creates new journeys of fandom for all of us.
We focused on 4 audiences for this effort; die hard fans, the casual listener, podcast bingers and the music aficionados. We used three mediums to speak to these audiences: fans in our hero launch film, fan stories in the OLV spots and fan art in our out of home and onsite spaces.
Hero Film
For our hero launch film we collaborated with Rubberband to create a dynamic film featuring real fans jamming on the music that stoked their fandom – everything from Ethiopian Jazz to Japanese Punk.
Fan Films
We produced over a dozen fan films for a global audience, featuring artists like A Tribe Called Quest, Doja Cat, Keke Palmer, Måneskin, The 1975, and podcasts like How I Built This with Guy Raz, and Smartless with Jason Bateman, Sean Hayes, & Will Arnett.
Fan Art
Through expressive and dynamic illustrations, different artists like Phoebe McCaughley, Justin Maas, German Gonzales, Kasiq Jungwoo Lee, Caz Latham, Candice J Garrett, Willam Child, Saitemiss, Temi Coker,designed illustrations for each of our musicians and podcasters to capture their spirit and vibe.
