Gen Z can spot inauthentic, salesy content from a mile away. So, when Amazon Prime asked us to help drive sign-ups among 18-24-year-olds, we knew success meant meeting them where they are—with content that feels fresh, real, and relevant.

Our challenge: Position Prime as the must-have membership for Gen Z by highlighting unbeatable benefits and making it clear—it’s time to get their own account.

Our insight? Sharing a Prime account with parents comes with a little… too much transparency. That’s reason enough to go solo.

The result: A standout activation that captured Gen Z’s attention, drove meaningful engagement, and boosted sign-ups—proving that when Prime speaks their language, it hits home.