Since becoming creative leads on Amazon in 2016, year on year, we have produced the global Christmas ad campaign.

2021 was no different, albeit the world was still in an uncertain place. The past 18 months had been challenging for people across the globe, particularly many young adults.

We wanted to tell the story of a young person struggling with the effects of the pandemic.

Communicating the value of kindness over any material gifts, the campaign highlighted how it’s the people around us who make Christmas.

Adele loved the message and provided us with the soundtrack that perfectly mirrored the girl’s story.