Let your mind play

How to attract highly skilled technical specialists who are not actively looking

In Amazon’s Madrid office there’s been no shortage of applications. Home to 30% of Spain’s IT population, Amazon is an incredibly desirable employer in the city. The issue for Amazon? Attracting the very best candidates in the market.

Speaking directly to Software Engineers

Amazon Business, Books Tech and International Technology needed a campaign to position itself as a company where engineers are encouraged to push the boundaries. From this goal, the ‘Let Your Mind Play’ concept was born.

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A true multi-channel talent attraction campaign

‘Let Your Mind Play’ came to life as a full suite of static and dynamic executions for print and online media. Spanish radio ads aired across the capital, and all materials drove candidates to a dedicated campaign landing page on Amazon’s careers site.

The results

‘Let Your Mind Play’ was exactly what Amazon needed to elevate its brand positioning in Madrid and drive top tech talent to the brand.  The campaign was an intricate, detailed project.  Meticulous planning and design of animated doodles, in-depth storyboarding, location selection and focused initial research all combined to deliver a unique and compelling campaign that was perfect for Amazon’s goals.




complete video views




increased conversion rate when comparing May 2020 to May 2021


increase in applications from Spanish nationals

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Baker McKenzie