Entered by Dark Horses

Christmas is a competitive time of year. As football fans settle back to watch a feast of fixtures, they will be bombarded by brands desperately trying to cut through. How could Amazon let football fans know that Prime Video was the only place to watch the Boxing Day fixtures? For the first time in his professional career Harry Kane had Christmas off. This was the truth at the heart of a campaign that used one of the world’s biggest footballing superstars to celebrate watching football, not playing it. The recipe for success in Prime Video’s Christmas campaign was simple. Start with the England captain, layer on nostalgic Christmas references, add a twist of humanity and sprinkle with easter eggs for hardcore footie fans. The result was a campaign that both raised awareness for Boxing Day Premier League football on Prime and also showed a different side to the England captain.