Amazon Creates a Fun-Filled Cardboard World to Celebrate Prime Day

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If you happened to click into Amazon today, you’ll notice there’s a big party happening on the retail site, which is celebrating “Prime Day” and giving subscribers to the service some pretty deep discounts — which range from stuff you might want — like an Echo, discounted at nearly 30% off — to stuff you really need, like diaper cream at 20% off.

To get the word out, the brand tapped Leo Burnett and Hornet Director Peter Sluszka to create a pair of whimsical papercraftstop-motion films featuring a fun-filled world, built entirely out of Amazon’s delivery boxes.

The campaign extends across broadcast, digital, print, social and on Amazon’s website. Check out how the spots were made in the behind-the-scenes video.

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