NATURE VALLEY: ROYALTIES FOR nature on amazon

2024 / Agency: VML / Role: ECD / Client: General Mills

A shoppable commerce experience that turns every hour watched of nature documentaries into royalties back to the most underrepresented star on Amazon Prime: NATURE.
We worked with Amazon to set a fair value for every hour of watch time donating $1 for each hour watched to the National Park Foundation. During Earth Month, shoppers could access our curated collection of Prime documentaries on Amazon Fire tv to helo aive back through Amazon Stream it Forward.

This program was amplified across the Amazon digital ecosystem, inside Amazon Fresh stores and was an amazing success full of first-of-its-kind moments. Viewers became shoppers as they interacted with shoppable Fire TV placements, brand stores. external disolav media and also paid search. The proaram also received a sianificant earned media boost with organic public relations spotlighting this excitina partnership and its incredible efforts.

2025 Clio Awards, / Silver - Branded Entertainment & Content
2025 Clio Awards, / Bronze- Creative Commerce (Partnerships/Co-Creation)
2025 Clio Awards, / Bronze- Creative Commerce (Sustainable Content)
2025 One Show / x3 Merits
2024 Amazon Ads Partner Awards / Bronze - Creative Brand Building
2024 NA Effie Awards / Bronze - Commerce & Shopper; Retail Media
2024 NA Effie Awards / Finalist - Commerce & Shopper; Multibrand
2024 Campaign US BIg Award / Shortlist