Amazon Prime Embraces the Potential for 'New Beginnings' in the New Year

Work from W+K London taps into personal narratives and killer soundtracks

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‘Tis the season for reflections and resolutions—that is to say, it’s a time for embracing change in all its myriad forms. Making positive adjustments might only require a simple revision of a person’s daily routines. It could, on the other hand, entail upgrading from a pour-over to an espresso machine or filling an apartment with foliage.

Amazon’s global brand platform—with the tagline “It’s On Prime”—continues with two tales of “New Beginnings,” using as a springboard the unexpected growth that fresh experiences can bring.



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