In Latin America, traditional TV still has a big penetration, therefore, we needed to reinforce one of the basic key benefits of On-Demand and Streaming TV platforms such as Prime Video, which is that they can watch their content at anytime, any day of the week. They no longer must wait for an exact date and time to access their favorite series, novels, or sagas.

We turned the characters of Amazon Prime Video's best content into sundials, so that through their different shadows people can discover that they can watch all the platform's content at any time of the day.

To create the posters, we created different patterns by taking the most iconic characters from Amazon Prime Video content in their characteristic poses and cast different shadows to mark the different times of the day.

When consulted against the campaign, 98% of the audience understood this basic benefit and saw the big advantage over cable TV.