Campaign Amazon “We Power Tech”
The collective power of “we” & making it personal.
Amazon Web Service’s “We Power Tech” was a global campaign promoting representation in the tech industry. MAD developed a customizable logo centered around the “we” to promote the idea of collective power. Attendees at events were prompted to write a “WE” in their own script on stickers and collateral; at one event, MAD found a vendor who customized T-shirts on site, allowing attendees to add their own “WE” for a unique souvenir of the day. In addition, Amazon’s staff involved with the campaign “WE-marked’ their own promotional materials .
White T-shirt with a logo featuring an orange abstract circle and the word 'WE' in the center, along with the caption 'we power tech' underneath.
A woman standing on stage in front of a large screen with various logos and the text "we power tech." The audience's silhouettes are visible in the foreground.
Three women standing on stage, one handing over a black T-shirt with a logo and the words 'we power tech' to another, with a large screen in the background.
A white cloth with the logo 'WE' and the slogan 'we power tech' on it, placed on a table next to a brown paper bag with a round label.
Collection of stickers with the phrase "we power tech" in various handwriting styles and colors, arranged on a white surface.
Group of people at an AWS booth with a pink and purple background that says "WE power tech" at the AWS Summit Madrid.
Person wearing a black shirt with a yellow logo and the words 'We' and 'power tech' standing indoors near a white wall, smiling.
Logo with the text 'WE' inside an orange cloud outline and the words 'we power tech' below.
Large screen display showing a woman with glasses explaining technology to a diverse group of young women, with text highlighting WE Power Tech's mission: engaging underrepresented communities, training around the world, expanding reach through technology.
MAD Creative developed a highly effective design strategy. Not only did it exceed our expectations, it was fun.
— Patricia Davis Muffett, Director, Global Public Sector Marketing, Amazon Web Services