Packaging reduction.
Amazon Australia has enlisted NFL Super Bowl player Jordan Mailata as its packaging reduction officer in a campaign via Poem Group.
“While I’m used to life as a Left Tackle, it turns out I’m good at tackling packaging waste problems too,” said Mailata.
“Like most Australians, I care about my impact on the environment and reducing waste.
“The most sustainable packaging is no packaging at all after all. I hadn’t realised how much work Amazon puts into making its delivery packaging more sustainable, so it’s been awesome to join the team here and help shine a light on the progress they’re making.”
In Australia, 1 in 10 orders that ship from an Amazon fulfilment centre today is delivered in just its original packaging, according to Amazon.
Since 2021, Amazon has more than tripled the number of orders to Australian customers with no added delivery packaging, in a bid to reduce packaging waste.
“At Amazon, we're passionate about reducing delivery packaging, but we recognise making packaging engaging enough to drive mainstream conversation is a challenging brief!” said Amazon head of communications, Australia and Singapore, Jess Makin.
“Poem scored a touchdown with this fresh and original idea, and an extra point goes to Jordan, whose humour and natural star quality have made packaging reduction both engaging and shareable.
“With the NFL's growing popularity in Australia, and the natural appeal of successful global talent with Aussie roots, Jordan helps us drive awareness of our sustainability efforts in a way that resonates with local audiences."
The campaign launches nationally from March 20 and will roll out across Amazon’s owned and social channels, Jordan’s Instagram, and Australian media, supported by content and media engagement.
“Jordan is the perfect embodiment of the idea: a world-class expert in ‘protection’, applying his skillset to a completely different kind of ‘package’,” said Poem creative director Tom Manning.
“It takes something operational (and often invisible), and reframes it in a way that’s culturally relevant and genuinely memorable.”
Campaign credits:
Client: Amazon Australia
Strategy, Creative, & Publicity: Poem Group
Production & Content: Poem Group
