Amazon Australia, in collaboration with Poem Group, has launched a new earned-first, social creative campaign enlisting Australian NFL Super Bowl Champion and singing sensation, Jordan Mailata, to spotlight Amazon’s ongoing efforts to reduce delivery packaging.
The campaign plays on Jordan's Philadelphia Eagles experience, ensuring the package (i.e., ‘ the football’) reaches the end zone in good condition, playfully translating his on-field credentials to help with Amazon’s goal to use less packaging, earning himself the title of 'packaging reduction officer'.
Amazon partnered with Poem Group, which developed and executed the campaign, to highlight efforts to eliminate unnecessary delivery packaging, reduce material use and improve delivery packaging recyclability across its operations.
In the hero creative, Jordan trades the gridiron field for the warehouse floor, joining Amazon’s sustainability team to demonstrate how products are assessed and tested to ensure they ship with the right level of protection to reach customers in one piece, using the least required delivery packaging.
Amazon Australia's ‘packaging reduction officer’ Jordan Mailata said, “While I’m used to life as a Left Tackle, it turns out I’m good at tackling packaging waste problems too. Like most Australians, I care about my impact on the environment and reducing waste. The most sustainable packaging is no packaging at all after all. I hadn’t realised how much work Amazon puts into making its delivery packaging more sustainable, so it’s been awesome to join the team here and help shine a light on the progress they’re making”.
Jess Makin, Amazon’s head of communications, Australia and Singapore said, “At Amazon, we're passionate about reducing delivery packaging, but we recognise making packaging engaging enough to drive mainstream conversation is a challenging brief! Poem scored a touchdown with this fresh and original idea, and an extra point goes to Jordan, whose humour and natural star quality have made packaging reduction both engaging and shareable.
"With the NFL's growing popularity in Australia, and the natural appeal of successful global talent with Aussie roots, Jordan helps us drive awareness of our sustainability efforts in a way that resonates with local audiences."
The campaign has been led by Poem Group, driving strategy, creative, content and publicity. Poem creative director Tom Manning said, “Jordan is the perfect embodiment of the idea: a world-class expert in ‘protection, applying his skillset to a completely different kind of ‘package’. It takes something operational (and often invisible), and reframes it in a way that’s culturally relevant and genuinely memorable.”
In Australia, 1 in 10 orders shipped from an Amazon fulfilment centre today are delivered in their original packaging. Since 2021, Amazon has more than tripled the number of orders shipped to Australian customers without additional delivery packaging, in a bid to reduce packaging waste. Amazon Australia has also stopped packing products in single-use plastic delivery bags, with limited exceptions. Customers also receive packages in flexible paper bags and padded envelopes, which can be recycled in household recycling bins across Australia.
Since 2015, Amazon’s packaging reduction initiatives have avoided more than four million metric tonnes of packaging material globally.
The campaign launches nationally from March 20th and will roll out across Amazon’s owned and social channels, Jordan’s Instagram, and Australian media, supported by content and media engagement designed to drive awareness of Amazon’s sustainable delivery packaging initiatives.
More information on Amazon Australia’s sustainability commitments is available on the brand site.