FCB Canada Hosts Hackathon with Amazon Ads Brand Innovation Lab

As part of a global collaboration between IPG Creative Commerce Labs and the Amazon Ads Brand Innovation Lab, FCB Canada hosted a Hackathon in late 2023. The Hackathon aimed to evolve the way brands and consumers experience Amazon Ads by delivering transformative ideas to their shared clients—including BMO, Burt’s Bees, and Air Canada, who are looking to succeed in creative commerce.

The Hackathon helped brands navigate and explore new ways to connect culture, entertainment, commerce, and technology in new customer engagement models, spanning Amazon’s video, audio, retail, gaming and music surfaces. Through concentrated “hacking” sessions, teams delivered innovative ways for clients to activate first-to-market campaigns across Amazon.

“Shortening the distance between brand and buy is an imperative for brands, and we need to find new ways to help our clients stand out in shopping and entertainment environments. So, we brought FCB Canada and the Amazon Ads Brand Innovation Lab together to reimagine how we can collaborate to do that,” said Nancy Crimi-Lamanna, FCB Canada’s chief creative officer and the 2023 Cannes Creative Commerce jury president. “Creativity is a powerful tool for brands; apply it to commerce and the economic multiplier effect is both greater and highly measurable. The Hackathon created that conversion moment to seamlessly join brand and consumer experiences for the best results." 

Hackathons have been a major initiative at FCB Canada for the past several years and has led to award-winning work for BMO, Fountain Tire, and other clients. This is the first Hackathon where FCB Canada partnered with a publisher. The agency believes that creativity is an economic multiplier and the collaboration with the Amazon Ads Brand Innovation Lab was a fantastic opportunity to continue to evolve and adapt to the ever-changing media landscape.