Challenge
Home to 30% of Spain’s IT population, Madrid is a competitive market for tech talent. In the past, they had resorted to expensive options to attract the best candidates – like relocating people from the U.S. Our job was to come up with a more imaginative, less costly approach for attracting Software Development Engineers (SDEs).

Solution
We came up with a campaign called ‘Let your mind play’. It focused on how Amazon SDEs think and reflected the creative freedom of the role.

This core message of creativity, together with imagery of their current SDEs and the doodles – which were inspired by real conversations and represented different aspects of their work – gave the campaign a distinct identity that ran through everything we did.

The campaign revolved around a video featuring several SDEs in Madrid going about their day. The twist? It’s as if each person is playing a giant video game inspired by their own imagination. Accumulating points while interacting with the animated doodles, and reaching new levels as they ‘let their mind play’.