Cannes Lions
IMPERIAL WOODPECKER, New York / AMAZON / 2023
Overview
Entries
Credits
Background
Amazon is pays tribute to the all-female delivery stations of India in an uplifting Mother's Day film.
The spot centers on a female driver on her motorbike delivering Amazon parcels across towns, villages and rural areas. Among them are recipients of Mother's Day gifts, and at the end of the day, we see the driver with her own daughter, as she's also a mom.
Set to James Brown track "Man's World," the spot shines a light on these all-female delivery stations, which are owned by women and run by women. As Amazon explains, these stations provide a source of financial independence, once reserved only for the men of India.
Execution
The spot was also shot by an all-female crew. In addition to the director, the cinematographer, editor, and heads of each department on set were all women.
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