While envisioning the box experience, we wanted to make it useful to our customers and take its functionality beyond simply that of a box.
Since they were already potentially shopping for school supplies, we decided to turn the box into something fun, crafty, and usable, this came in the form of: puzzles and crosswords, cut out school shopping lists, a “give-back-box”, and a pencil case.
To appeal to a broad range of advertisers and reduce the number of moving parts in an already accelerated timeline, we created a concept featuring Sharpie that would drive to an online experience using an Amazon Smilecode. Kellogg’s bought into the experience and decided to feature three of their snack brands: Rice Krispies, Pringles, and Cheez It’z.
ELEMENTS & TYPE
To stay aligned with any other Amazon Back to School efforts we used a pastel color pallet and the Amazon Ember font.
The visual share of voice of this campaign was divided 50/50 by Amazon and Kellogg’s so I illustrated icons that were both Kellogg’s snack specific and general when it came to back to school items.