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Talking Dogs, Ostriches and Alpacas 'Dream Bigger' in Amazon Business' First Major Campaign
19/07/2022
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Marketing & PR
New York, USA
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Biscuit's Andreas Nilsson teams up with BSSP for comedic 'Buy smarter. Dream bigger.' campaign
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To launch its first-ever, major broadscale integrated campaign, Amazon Business is collaborating with Sausalito-based full-service agency Butler Shine Stern & Partners (BSSP) to showcase Amazon Business’s role as a trusted partner for companies of all sizes - from neighbourhood restaurants to global tech companies. This is the first campaign to come out of BSSP and Amazon Business’s partnership. 


Launching today, Amazon Business and BSSP created the 'Buy smarter. Dream bigger.' campaign to highlight how Amazon Business can help businesses of any size buy supplies and stay focused on the larger mission—growing the business and achieving their dreams. Shying away from the typical tropes of B2B advertising, the team leaned into humor for the spots that sit at the center of the effort. 

'PetTech', the first spot to roll out nationally, features a fictitious business launching the invention of the century: a device that translates animal speech. But the overnight success means struggling with real supplies issues until a very wise Ostrich and whip-smart Alpaca suggest Amazon Business.

For the 'Buy smarter. Dream bigger.' campaign, BSSP brought in sought-after creatives to bring the spots to life. The first spot was filmed by director Andreas Nilsson of Biscuit, who is best known for his Cannes Lions award-winning work and music videos with 2 Chainz, MGMT, NeYo and Akon. Later this summer, Biscuit’s Aaron Stoller will work on two additional spots for the campaign. 

Accompanying the first spot are national radio, digital elements and high-profile OOH placements in key markets like LA, NYC, and Chicago with strategic installations at LAX, JFK, and O’Hare to help reach business travelers. All shot by renowned portrait photographer Tim Tadder. Chicago-based agency Walker Sands is also supporting with social elements.  

The campaign and creation of the 'Smart Business Buying' category will serve as the theme for AB’s first in-person event, Reshape, set for September 28-29 in Scottsdale, AZ.

Nicole Michels McDonagh, group creative director at BSSP, said: “This campaign is a tribute to every business leader daring to dream bigger. Amazon Business is dedicated to helping businesses of any size buy smarter as they grow and aspire to do even more. We came together with some amazing creative partners to tell stories with an eye on empathy and humor. Having big dreams and running a business to achieve them is hard work, it’s okay to find a laugh in the challenges every once and awhile.” 

Hyeyoung Moon, global lead of marketing at Amazon Business, says: "From small businesses to large enterprises, Amazon Business helps simplify the supplies buying process with a one-stop shopping experience backed by Earth’s largest selection of business supplies, real-time analytics, and automation of purchasing and approvals. This frees up business leaders to focus more of their time and energy on dreaming bigger to improve and scale their businesses and mission. That's the spirit we are capturing with this fun and engaging campaign that celebrates the dreamers and empowers more decision makers to buy smarter with Amazon Business.”

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