Cannes Lions

Tache

CABIN EDITING COMPANY, Santa Monica / AMAZON PRIME / 2023

Film

Overview

Entries

Credits

Overview

Background

The story of the young woman featured throughout this film, serves as a reminder to the audience that we should all embrace our natural beauty. Amazon Prime works to cater to individuals and help to accentuate both inner and outer beauty. Bringing consumers everything from clothing to skin care, Amazon Prime is truly designed for people at any stage of life. The objective of the film is to break the stigma around what is considered beautiful by societal norms. As viewers, the film encourages us all to realize that beauty comes in many forms. From the direction, to the concept, to the edit, Amazon Prime delivered a beautiful message from start to finish.

Execution

Amazon Prime, Wieden + Kennedy London and Olivia Wilde at Anonymous Content teamed up to create a beautiful story of self discovery and self empowerment. The film takes us through the story of a young woman who is self conscious about her facial hair, detering her from realizing her true beauty. Throughout the film however, she comes across a variety of icons such as Freddie Mercury who also have facial hair, which helps the young woman to understand that her facial hair is not only unique, but makes her beautiful. We see the woman start to embrace her true self, in which she utilizes Amazon Prime to accentuate her new found confidence. The film represents the way in which new perspectives can truly alter a person's life and the way in which Amazon Prime has the ability to bring light to everyday life.

Similar Campaigns

5 items

Shortlisted Cannes Lions
Tache

WIEDEN+KENNEDY, London

Tache

2023, AMAZON PRIME

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