We were charged with creating an inclusive global creative community within Amazon to share work, inspire each other, debate, disagree, and disagree some more. All in the name of raising the bar of our work. To prove the capability and creativity of Amazon's internal creative teams, the project was done completely without external influence, and a budget of zero.

Amazon is obsessed with raising the bar in every way, but it has never been attempted in a creative and design scope. We took the culture of bar raising and Amazon's infamous five-star product review system and applied to ourselves, by rating our work on a scale of one (hate this work) to five (absolutely loved this work) stars. The cheeky name also hints to what we hope to create: a vibrant and collaborative community of marketers, creatives and designers from across all our global offices. In turn, we hope to influence every single Amazonian to create better experiences for our customers.

We incorporated Amazon's famous five-star reviews, creative tenets, a globally-inclusive design system, bespoke iconography, kinetic type, and a rich colorway to complement our distinctive cardboard packaging. We chose to always communicate in more than one language to be more inclusive of our global teams.

And, we came up with a sweet piece of hardware. Yes, a trophy wrapped in recycled Amazon boxes. Because you know, we love our trophies. But we were just getting started. Next, we crafted an event that celebrates the uniqueness of Amazon, shining a light on our most outstanding, customer-obsessed work from around the world in a multi-sensory space. Paired with neat swag that played on our iconic boxes with a tad bit more playfulness and a new site that showcases our work.

With our first in-person global summit in spring of this year, the cultural impact of The Bar has created a more connected creative community, sparking new campaign ideas and multiple opportunities for collaboration. The value added to the brand and consumer will surely be felt in the next 12 months due to the momentum The Bar has brought to the organization.