Amazon Web Services · Cloud Computing

AWS is how.

Not a product explanation. A quiet truth.

AWS is how.

The Ask

Enterprise cloud platform launch. Make AWS mean something to people who don't think about cloud infrastructure.

The Truth

No one wakes up thinking about cloud. But their life depends on it every day. The fear wasn't confusion, it was invisible dependence.

The Shift

We showed the world running, the things people love, powered by AWS in the background. Three words that turned infrastructure into identity: AWS IS HOW.

The BrokenMade Transformation Grid

AWS: AWS Is How

From assumption to truth to impact

Break It→ See It→ Remake It→ Mean It

What They Thought They Knew

People don't understand the cloud because it's complicated.

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What They Saw

The fear wasn't confusion. It was invisible dependence. My business. My life. Running on something I can't see.

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How They Remade It

AWS IS HOW. Not a product explanation. A quiet truth.

→

Why It Mattered

AWS became the unseen force behind human progress, by honoring what customers make possible.

From invisible infrastructure to quiet human truth.

Increased perception of AWS as the backbone of the internet by 20%, while humanizing an entire category.

World Series Launch
Experiential

Using micro transponders in bag tags, as well as those located in airplanes, we demonstrated that AWS is how both you and your luggage get where you're going (pretty much) without a hitch, day in, day out.

AWS experiential, bag tag transponders
OOH
AWS OOH airport AWS OOH baggage claim
AWS OOH train wrap AWS OOH billboard
AWS OOH print AWS OOH print
RIP Video Presented to Show Concept
A clear, sticky idea that made a complex technology feel essential and human. Increased perception of AWS as the “Backbone of the Internet” by 20%, while humanizing an entire category.