THE CHALLENGE
In an oversaturated streaming market, Prime Video faced a tough business task: how to entice people to subscribe over bigger-spending competitors like Netflix. Our brief was to create a breakthrough, social-first and creator-driven campaign that would capture attention—without any paid media investment.

THE THINKING
What you watch becomes a part of who you are, and lives rent-free in your brain.

THE SHIFT
Knowing 88% of TikTok users rely on sound to love what they watch, we dropped a track across 7 markets and invited creators to play: Show us your Brain on Prime.