Award: CAMPAIGN CATEGORIES \ C28. Best Retail/Mall/Pop Up Event Black Friday Brand Activation was a retail brand experience that showcased Amazon’s Black Friday deals and end-to-end shopping experience in a home-like setting. It utilised comprehesive brand building through audience-tailored use of experience, design, immersive retail, and 360 degree customer engagement. Black Friday weaved in storytelling, consumer insights, and clear KPIs such as app-downloads and sales goals, with Amazon hitting #1 shopping app in the country. Overall, the project showcased collaborative efforts to deliver a creative solution as to how Amazon could best stand out in a crowded market during the most competitive retail event of the year.