On our first phone call with Amazon Prime Video’s social team, they informed us it was “Mean Girls Day”(not that we didn’t know already). Prime Video wanted to post something that would stand out from the typical “Mean Girls Day” clutter while still being relevant to the brand.
With only one hour to concept and execute, we figured the world of “mean” Amazon Movie Reviews left for the wildly popular movie would be really hilarious integrated into the infamous “Burn Book.”*
*If you have not seen the movie, it’s about popularity dynamics in high school and is a cult classic. Much of it is centered around a homemade yearbook/scrapbook that features the worst qualities of every student.
Since we had a lot of favorites, we utilized Instagram’s Carousel feature.