The Final Selection

To build an authentic connection with football culture and boost awareness of Amazon's new positioning, "Bring the fans, Amazon brings the rest", we created an activation that began with a fake Amazon job opening posted on LinkedIn — with a twist: candidates were grilled by icons such as Muricy Ramalho and Vic Albuquerque before being selected for this more-than-special role.

A trip to the World Cup grand final in New York was the ultimate goal of the selection. The initiative generated massive impact, reaching more than 20 million unique views on the main film and driving awareness through a 360º distribution strategy that surpassed 50 million views across Amazon's entire digital ecosystem.