Description
Background: Amazon Prime Video wanted to make a range argument targeted at Gen Z. But for a generation that doesn’t define itself by fixed labels, genres alone don’t hold meaning. Identity today is fluid, shaped by moods, moments and phases. Instead of long-term identities, Gen Z lives in eras. Temporary, self-defined, and constantly evolving versions of themselves. Idea: So we evolved the brand’s positioning of “Every Emotion. It’s on Amazon Prime Video” into something more culturally precise: Stories for your every era. From your pookie era to your dukhi era, your bae era to your main character era - whatever phase you’re in, there’s something that matches it. On Amazon Prime, there’s something for every version of you.
