Objective
Amazon Australia had a genuine packaging reduction story and almost no one knew it existed. There was no new news to announce, and a sustainability brief carried by statistics was never going to travel.
Insight
The story needed a recognisable local face rather than a bigger number. Jordan Mailata’s Bankstown to Super Bowl run gets attention that cardboard never will.
Idea
We appointed Jordan Mailata as Amazon Australia’s ‘official’ Packaging Reduction Officer, a tongue in cheek job title with a cardboard suit to match. A hero film shot inside the Horsley Park fulfilment centre walked through three packaging types, then a press day at a local sporting oval put Jordan in front of media. Once launch coverage peaked, we repitched the story around Amazon’s AI-powered packaging tech, opening a second wave in tech and trade weeks later.
How it earned attention.
Earned stories across seven channels
78
Opportunities to see
185M+
Top tier media penetration
85%
Positive sentiment
87%
In the press
What they said.
B&T
