Amazon Prime Social
Shifting the spotlight from performance to real representation.
Amazon Canada and Prime Video launched their 2023 Pride programming with a focus on visibility, storytelling, and year-round support for 2SLGBTQ+ communities. As part of the broader initiative, Prime Video’s #NotJustForShow campaign was created to spotlight Canadian queer-identifying creators and the impact that representation in film and television has had on their lives. The campaign included social content, influencer storytelling, out-of-home placements, immersive Toronto activations, and a 24-hour takeover of the Yonge-Dundas digital spectacular.
Unbound supported We Are Social Agency with the campaign through social media creative and content development, helping translate the campaign idea into bold, platform-ready assets designed to feel visible, celebratory, and emotionally direct. The work focused on creating social posts that could amplify the campaign message while giving space to the people and stories at the centre of it.
The creative approach balanced Prime Video’s recognizable brand world with Pride-led colour, expressive typography, campaign messaging, and creator-focused storytelling. Across the social system, the content was designed to reinforce the campaign’s central idea: that authentic 2SLGBTQ+ stories deserve visibility beyond Pride Month and beyond performative moments.
Through a mix of campaign posts, creator spotlights, bold text-led graphics, and social-first layouts, Unbound helped bring the #NotJustForShow message into a digital format built for awareness, sharing, and impact. The result was a social media campaign that supported Prime Video’s broader Pride activation while keeping the message clear, human, and culturally connected.
