Amazon & Brawny Delivery Box Concept
The Situation
As Creative Director for Amazon Advertising’s CPG vertical, I saw an opportunity to turn Amazon’s most ubiquitous piece of physical media—the delivery box—into a canvas for Brawny’s #StrengthHasNoGender campaign. The challenge was to create something that could move beyond traditional advertising and invite millions of Amazon customers to actively participate in the brand story.
The Action
I developed a simple, highly shareable idea: print the bottom half of the Brawny man or woman’s face on the box, allowing customers to complete the image with their own face. We built an integrated campaign vision around the concept and pitched it to Georgia-Pacific’s CMO in Atlanta, ultimately traveling twice to Atlanta and hosting the team at Amazon’s NYC offices.
To make the idea tangible, we secretly produced a full-scale working prototype. At the climax of the presentation, I pulled the actual box from beneath the table and passed it around the room. Watching the room realize that this wasn't just a slide—it was a real, shoppable piece of media people could interact with—was one of my most memorable creative pitches.
The Results
The campaign ultimately wasn't launched—the estimated $2M investment made the business case too difficult—but the idea generated tremendous enthusiasm and demonstrated the power of turning Amazon's physical ecosystem into participatory media. More importantly, it strengthened our relationship with Brawny and Georgia-Pacific, leading to continued digital campaigns across the portfolio.
For me, it remains a favorite example of creative thinking made tangible: an idea simple enough to explain in a few seconds, but powerful enough to make an entire room lean forward.
