Amazon Ads - UK Upfront 2024: Engaging 400 Industry Leaders
Amazon Ads UK Upfront 2024 gathered 400 industry leaders, Amazon executives and A-list talent for an exclusive evening centred around an 85-minute keynote presentation.
We transformed 180 Strand's iconic brutalist interior into a premium venue, managing every aspect of design, production, and event management. The night culminated in a transition into a concert venue, with a live performance from Sophie Ellis-Bextor and Richard Jones of The Feeling.
The Stats:
400: Attendees
20: A-List Keynote Speakers
85 min: Show Content Production
The Brief:
UK Upfront is a cornerstone event for leaders, showcasing upcoming projects and highlighting new advertising opportunities across Amazon's entertainment portfolio. We were tasked with producing a high-end experience that reflected Amazon Ads' innovative nature while delivering an unforgettable guest experience.
Creative Concept:
In keeping with Amazon's forward-thinking ethos, we imagined an immersive environment that balanced keynotes with engaging activations and live entertainment. The evening offered an elevated yet fun guest experience, from a welcome reception and bespoke branded bars to a perfectly orchestrated presentation and live concert.
The Process:
We managed all aspects, from concept to delivery. We overhauled 180 Strand, starting with a bespoke ‘UPFRONT’ infinity installation, leading guests to a reception area complete with a DJ, cocktails, food, custom Amazon branding, and greenery.
We managed the entire production, including custom video assets, lighting design, and talent management. The keynote highlighted the brand’s upcoming innovations for the year ahead, presented by Amazon executives and A-list guests.
Stars like Idris Elba, Viola Davis, Jack Whitehall, Orlando Bloom and Priyanka Chopra Jonas made appearances throughout the evening.
The Delivery:
We built four bespoke branded bars inspired by popular Amazon entities: Fallout, Clarkson's Farm, Twitch and Football from Prime Sports. Each bar served themed cocktails, with custom ice cubes, cocktail toppers, and personalised menus, making sure every detail was shareable and memorable.
We also built an interactive GIF booth to encourage attendee engagement and social sharing.
The evening transitioned from keynote to concert performance by Sophie Ellis-Bextor, accompanied by husband and member of The Feeling, Richard Jones.
The Impact:
The evening engaged 400 industry professionals and A-list talent, combining insightful presentations, exclusive content and top-tier entertainment. From the custom bars to concert finale and a flawless keynote, the creative production underscored Amazon Ads' leadership in entertainment and advertising innovation.
