Prime Video is a company about content and stories, that is why we wanted to create a modern Christmas tale that’s as entertaining as the content on the platform and make people smile this Christmas.

"An Unlikely Friendship” is the tale of an unexpected bond, forged through a shared love for entertainment, between two misfits: Hattie, a bullied hyena who can’t smile, and Carl, a grumpy zookeeper who can’t find any reasons to smile. What better character than a hyena, a usually misunderstood and feared animal, to tell a one-of-a-kind Christmas tale condensed into two minutes. Hyenas are usually portrayed as savage animals, so we had to turn that around through the storytelling, different gags in the film, and our main character’s evolution.

The campaign was Prime Video's first Christmas advert in Europe, showcasing across seven countries on TV, digital channel, social media, and cinemas.

Hyenas are usually portrayed as savage animals, especially thanks to international classic films like The Lion King. We had to turn that around through the storytelling, different gags in the film, and our main character’s evolution.

Another challenge was that the campaign was aired in 7 different countries (UK, Spain, France, Netherlands, Germany, Ireland, and Austria) with very different languages so we had to develop a story that would resonate across every culture. We wrote a script with no dialogue and with relatable characters who could make anyone, anywhere, smile.