Amazon Studios partnered with Habitat for Humanity of Greater Los Angeles to identify eight families in need of brand new homes. Unbeknownst to the families, Amazon Studios harnessed the movie magic of their upcoming feature film Candy Cane Lane to "Candy-Cane-Lanify" not only their new neighborhood but also their homes - inside and out - to celebrate each family's first Holiday in their brand new homes.
Working on a limited budget of $150,000, Govee and Balsam Hill stepped up and donated tens of thousands of dollars worth worth of dazzling lights and Holiday decor. With help of the amazing partners, the spirit of Candy Cane Lane began coming to life.
On the big day, families and friends gathered for the big reveal, greeted with an 80 foot mural with the message "Welcome Home" painted by muralist Kasey Blaustein. As new neighbors counted down together, the street lit up all at once, revealing the transformation into a festive Holiday spectacle. With drones whizzing overhead, the emotional moments and candid testimonials were captured to create a true cinematic experience, proving that the greatest gift during the Holiday season is spending precious time with friends and family in a place to call home... with thousands of lights and 15ft Christmas trees!
Last but certainly not least, to spread the spirit of Candy Cane Lane even further, Amazon employees donated their time to build Habitat for Humanity homes across the country and help make sure families in need had homes for the Holidays.
52 pieces distributed across PR and Social channels
Coverage received generated +5MM views
Coverage reached an audience of 700MM people
Authenticity - The new movie Candy Cane Lane on Amazon Studios highlights the joy of the holidays as seen through the adventures of a family that participates in an annual neighborhood decorating contest. Each of the new homes was decorated in a specific style just like the homes from the movie to truly recreate the movie magic of Candy Cane Lane using genuine props and creative assets from the movie.
Philanthropy - As Experiential Marketers, it's not everyday that a project truly lends itself towards a good cause, something that gives back to not only the immediate community where the activation takes place, but also across the country. Bringing Holiday joy through the spirit of Candy Cane Lane to new homeowners and families, with all the bells and whistles of a million dollar project for a fraction of the cost takes a lot of giving. Partners donating time and tens of thousands of dollars worth of products, while Amazon employees helped to build Habitat for Humanity houses across the country truly showed the power of the Holiday spirit.
Pushing the Envelope - To capture the amazing footage of the big reveal, drones were used to fly above, through and around the neighborhood. In order to achieve that, we simply shut down airspace above and around our neighborhood.