15 August, 2014

Over the last couple of months the Amazon team have had the privilege of working on a project that has, at every stage, quite literally brought a smile to our faces!

On Sunday (10 August 2014) we launched military charity SSAFA’s wonderful video recording of the iconic WW1 song ‘Pack Up Your Troubles’, as part of the organisation’s centenary commemorations. Our team were ‘singing in the rain’ at London’s Tower Bridge alongside SSAFA beneficiaries, volunteers, Military Wives Choirs, Ghurkas and famous faces, amid some very foul August weather.

The launch photocall was the culmination of weeks of intense work to develop the video concept, recruit participants from across the country (and beyond), and build a media campaign. We hummed the tune endlessly, inside and outside working hours, and drove our colleagues and loved ones mad! But the entire project was a wonderful experience – particularly the very full filming days, at which we met truly inspirational individuals and families who epitomise the bravery and optimism that is at the heart of the song.

This piece of work is an excellent illustration of the fact that sometimes the most simple of ideas are the most powerful. This was a truly integrated project, uniting marketing, digital and ‘traditional’ PR, and we’d like to thank all involved for making the Amazon team ‘smile smile smile’!