Amazon Business revolutionizes procurement in Japan with new spot!

Amazon Business revolutionizes procurement in Japan with new spot!

On September 1, 2025, Amazon Business will launch its first major advertising campaign in Japan, taking a completely new direction in the business procurement process. The agency Wieden+Kennedy Tokyo has produced a creative film that not only shows the advantages of digital procurement, but also respects the country's traditions.

At the heart of the campaign is the slogan: “Business Purchasing That Shapes the Future”. The film transports viewers to the Edo era and shows a chaotic construction site where a shogun procures materials using Amazon Business on his smartphone. This modern type of procurement ensures that the construction site runs more efficiently. In the dynamic environment of the construction site, Amazon packages are delivered in record time, promoting the growth of entire companies and a clearer view of a promising future.

A look behind the scenes

Creative directors Max Pilwat and Andrew Miller from Wieden+Kennedy are responsible for the visual appearance. Their idea of ​​combining traditional elements with contemporary procurement processes shows the feeling for modern advertising in Japan. They focused on the challenges and opportunities that the Japanese market offers. As the agency itself reports, its story began in Amsterdam, where it laid the foundation for international expansion. Tokyo proved particularly challenging due to strong local competition and a very insular culture.

The Wieden+Kennedy team, which now has an excellent reputation in Japan, has worked closely with McCann to gain trust from major brands such as Nike. The risk factor could not be underestimated - the dominance of traditional agencies like Dentsu was a real hurdle. But through creativity and recognizing the true needs of customers, W+K was able to succeed.

The advertising landscape in Japan

Advertising in Japan is an exciting topic that moves between perfection and pop culture. In one of his columns, German agency manager Daniel Menges highlights the importance of adapting to the peculiarities of the Japanese market. With their campaigns, companies like Amazon Business show that modern technologies and traditional values ​​can go hand in hand. Whether it's famous 3D billboards in Shinjuku or creative approaches to outdoor advertising, the market requires constant dialogue between consumers and advertisers.

Amazon Business's innovative spirit, coupled with Wieden+Kennedy's deep understanding of the Japanese market, could usher in a new trend in advertising strategy. The renewal of the procurement process is not only an advantage for companies, but also a sign of a changing society that knows how to combine technological advances with cultural roots.

As you can see, the future of business lies in both digital and the roots of culture. The journey of Amazon Business in Japan has just begun – and the first steps promise a lot.