My Why

THE STORY

Everybody thanks the driver in December. Amazon wanted something for the other eleven months: a campaign celebrating the people who drive for its Delivery Service Partners, and the lives the job has helped them build. They called it My Why. Ask a driver why they do it, then let them answer.

Tiffany Smith drives to provide for her kids. Her DSP helped her find a house, and her son now works beside her as a driver helper. Michael Morris came to the U.S. from Jamaica with next to nothing and has hardly stopped working since. He bought a house, started a family, and built his version of the American dream.

THE APPROACH

A question like that only works if the answer is real. So we made it as documentary: real drivers, real routes, their own words. We produced, shot and edited every film, cut each story to stand on its own, and built the campaign film to bring them together.

THE IMPACT

My Why premiered on stage in Las Vegas, in front of Amazon's Delivery Service Partner owners, the people who hire the drivers. From there the films were built to move to social, where the same stories help DSPs recruit.