Amazon Reyes Magos Sale

AMAZON REYES MAGOS Sale

As part of Amazon’s EU Q4 sale event portfolio, Amazon run a bespoke sale event especially for Spain titled, the Amazon Reyes Magos Sale. ‘Reyes Magos’ is celebrated every year in early January in Spain and literally translates as ‘the Magic Kings’, or the three wise men of nativity-story-fame. Christmas wouldn’t be Christmas for the Spanish without a visit from the three wise men on the 6th of January. Much like Santa, they work hard to source and deliver presents to families in their homes, leaving them not in a stocking but a shoe!

I worked as client creative director on the project to partner with Madrid-based agency, Carmelo Y Willy. We collaborated to develop a campaign for the Amazon Reyes Magos event about the needs of the Kings themselves at this time of year. Using our wider campaign strategy of showing how extraordinary Amazon customers use Amazon to make their festive season go off with a bang, we featured the kings using their Amazon app to treat themselves for all their hard work.

Listening to CYW’s cultural insights, we were careful to remain sensitive to the tradition, to ensure brand love and bringing the kings to life in the best way possible for the Amazon brand. Throughout the process, I managed internal stakeholders on the Amazon client side as caretaker of the creative work, as well as liaising and ensuring DEI consciousness and brand and creative consistency with CYW and our production partners, BeSweet, based in Madrid.

The ad was shot by director, Fede Cummings.

Amazon reyes magos sale

As part of our Q4 Christmas campaign we needed to create something bespoke for Spain, one of our biggest EU markets. The Spanish celebrate Christmas with the Three Wise Men, who bring gifts on January 6th. So continuing on from our Extraordinary Customers campaign, featuring Romeo & Juliet and an Mountain Yeti, we worked with Spanish agency Carmelo Y Willy, to develop a culturally sensitive campaign about the Three Wise Men buying something to help them relax over their busy Christmas period. As client creative I creative directed the work Amazon-side from concept through to production and worked to collaborate and co-create the finished campaign with our agency partner. I also managed internal stakeholders Amazon side. The campaign was well loved in Spain and helped achieve lift in sales as well as brand breakthrough for Amazon. It will be run for a consecutive year in 2024, as well as potentially in South American markets where Reyes is also celebrated.

Shot with director, Fede Cummins, at Be Sweet