Universal//Dolittle
Agency: Amazon
Role: Creative Director
Teammates: Carissa Landis (ACD), Carrie Schaer (Producer), Kevin Snell (Motion Designer), and Olivia Heeren (Program Manager)

THE ASK

Promote the January 17, 2020 theatrical release of Dolittle by leaning into the holiday season with Amazon.

THE IDEA

In partnership with Dolittle star Robert Downey Jr., director Neal Brennan, the Alexa team, and Toys for Tots, we concepted, produced, and launched a national TV spot to kick off the holiday campaign. We also encouraged ticket sales and donations through custom Amazon boxes; Fire TV, Fire Tablet, and Amazon Homepage takeovers; and experiential Treasure Truck, bookstore, and campus activations.

To further engage customers, Amazon shared program details on Instagram, Twitter, Facebook, and Amazon News. Robert Downey Jr. also promoted the initiative on his Twitter and Facebook. Coverage of the program was positive and spanned a blend of business and lifestyle outlets including Business Insider, Forbes, Media Post, The Drum, The Bump and SheKnows. 

NATIONAL TV SPOT

Starting on Giving Tuesday, a day dedicated to charitable donations, Dolittle and his furry and feathered friends began driving awareness of our Toys for Tots partnership. Those who donated through Alexa heard a special thank-you message from Kevin the squirrel, AKA comedian Craig Robinson.

CUSTOM AMAZON BOXES CAMPAIGN

Nearly 10 MM Dolittle boxes (three designs, three sizes) went into circulation promoting the URL: Amazon.com/Dolittle. Watch the video for the full customer experience.

High Impact Device Takeovers on Fire TV and Fire Tablet

The most visible placement of the Fire TV UI and is located above the fold on Home, Movies, TV, Apps, and Games tabs, and hosted several rounds of Dolittle creative.

H1 Takeover

A 24-hour banner ad ran in the most prominent spot on Amazon.com across all devices.

Amazon Treasure Truck, Bookstores and Campuses Activations

Customers could play a bean bag toss game to win a Dolittle stuffy and tickets to the film.

TOYS FOR TOTS DONATION SUCCESS

Thanks to our simple and entertaining donation-matching mechanism, the holidays were much happier for thousands of families.