parental leave | TV & POLV
The U.S. is the only wealthy country in the world without guaranteed parental leave. That means only 23% of American workers have access to paid family leave through their employer, and for bottom-quartile earners (mostly hourly workers), that number drops to 8%, with Black and Hispanic workers even less likely to receive paid leave.
However, Amazon's hourly employees can take up to 20 weeks of paid parental leave—unmatched by any other big U.S. retailer. To strengthen our reputation as a brand and employer, we crafted "The Return," a TV/OLV piece telling the story of a Hispanic hourly associate who returns to work after journeying through 20 weeks of parental leave.
20 weeks of pure joy. 20 weeks of great pain. 20 weeks of everything in between.
Because parents need time to experience parenting. More time.
HISPANIC HERITAGE MONTH | DIGITAL
For Hispanic Heritage Month, Amazon sought to create a campaign that moved beyond generic portrayals of Hispanic culture, highlighting its diversity and the personal contributions that shape it. We introduced the term "CULTÚRA," subtly adding an accent to the "tú" (you) in "cultura" to emphasize the role of the individual in contributing to Hispanic culture. "Cultúra" became the centerpiece of Amazon's website during Hispanic Heritage Month, with special features on Hispanic businesses. We also collaborated with influencers to create fun jingles celebrating these businesses under the "Cultúra" concept, showcasing how each one enriches Hispanic culture. In the video below, TikToker Mikey Angelo (3.6M followers) gives a shoutout to Nopalera, a Mexican brand using nopal cactus to create skincare products.
PRIME SPEED | OLV, POLV & SOCIAL MEDIA
THE SELFIE RING HALO | SOCIAL MEDIA
AMAZON MOON | INTEGRATED