Amazon Case Study

Amazon, a global leader in e-commerce, recognized the environmental impact of over-packaged deliveries and launched an innovative ‘Ships in Packaging’ initiative to deliver millions of parcels with reduced packaging. The company partnered with 1000heads to create a campaign that would effectively communicate this sustainable choice to its vast customer base, turning a logistical improvement into a culturally resonant message.

The Challenge

The issue was clear: over-packaged deliveries, with small items in oversized boxes, led to excessive waste. Amazon aimed to address this through its ‘Ships in Packaging’ program. The communications team challenged Cosmo5 Group company 1000heads to develop a campaign that would highlight to customers the shift to using original packaging, resonating with a diverse global audience while emphasizing sustainability.

Our Approach

In a crowded field of sustainability messaging, we took a creative pivot. Instead of focusing solely on the benefit to customers, we asked: If Amazon wins with less packaging, who loses? The answer was cats, well-known for their love of Amazon boxes, as seen across social media. This insight inspired the ‘Sorry, Cats’ campaign.

Implementation: The campaign launched with a playful apology to cats for reducing packaging, flipping the narrative to engage a global audience. A 2-day shoot produced 75 tailored videos for local feeds, supported by PR and blog content to extend reach beyond Amazon’s platforms.\
From Boxes to Beats: A second phase introduced cat-themed songs, a 90s-inspired rap, and a country tune, voiced by disappointed cats, using animated live photos to encourage user participation with their own videos, boosting organic engagement.

This multi-faceted strategy turned a packaging change into a cultural moment, blending humor and sustainability.