The de-population of tiny villages all across Italy is garnering massive attention worldwide. We proposed that Amazon shine a light on these tiny jewels dotting the Boot, especially to show off their beauty and charm. And in 2019, an amazing Christmas miracle was born: gifting the entire village an unforgettable Christmas.

A branded content video series was launched involving 3 Amazon Delivery Driver protagonists, 3 special delivery vans and 1 final destination: the village of Calitri. Viewers got to follow our drivers along their 3-week journey across the Boot in installments posted on the Amazon Italia Facebook page and Aboutamazon.it website. The final output was 6 different original video stories and a contest for followers.

The initiative was developed together our group partners, Cabiria BrandUniverse and Social Content Factory.