Amazon Business aims to modernize procurement with new campaign in Japan via W+K Tokyo
After years of operating in Japan, Amazon Business has launched its first mass-advertising campaign, featuring a film created by Wieden+Kennedy Tokyo, introducing a smarter, faster, and more efficient way for companies to manage procurement.
In a market where paper orders, fax machines, and complex supplier relationships are still common, Amazon Business aims to modernize purchasing and position it as a strategic driver of business growth.
Amazon Business empowers businesses with efficient bulk-buying options and powerful features such as approval workflows, and real-time spending insights, helping organizations streamline operations, cut costs, and free up time to focus on what matters most: building their future.
To celebrate this milestone, Amazon Business unveiled a creative campaign anchored by the tagline: “Business Purchasing That Shapes the Future.”
Set in the Edo-era, the film depicts a chaotic castle construction site, where confusion and inefficiency threaten progress. At the peak of frustration, the shogun overseeing the project, with help from his loyal cat, turns to Amazon Business on his smartphone to procure the tools and materials needed. Couriers arrive with Amazon boxes, the workers rally, and the castle, complete with playful cat-inspired design flourishes, is completed with speed and precision.
The story closes with the shogun envisioning an even greater future for his kingdom, symbolizing how Amazon Business empowers Japanese companies to transform everyday purchasing into an engine for innovation and growth.
“We took a shogun in the Edo period, mid-chaos, and gave him the one thing he never had: modern procurement in his pocket,” said Max Pilwat, Creative Director at W+K Tokyo
Andrew Miller, Creative Director at W+K Tokyo, added: “The castle build became our metaphor – a massive, messy project where everyone’s running in circles until the right system drops in.”
Credits
Wieden+Kennedy Tokyo
Creative Director: Max Pilwat (マックス・ピルワット)
Creative Director: Andrew Miller (アンドリュー・ミラー)
Copywriter: Marina Danjo (檀上真里奈)
Art Director: Kazuhi Yoshikawa (吉川一陽)
Designer: Akane Yasuda (安田茜)
Head of Brand Management: Jordan Cappadocia (ジョーダン・カパドーシャ)
Brand Director: Caroline Melody Meyer (キャロライン・メロディ・メイヤー)
Brand Executive: Kowen Liu (コーウェン・ リーウ)
Producer: Elisha, Yuling Lai (エリーシャ, ユリン ライ)
Production Assistant: Emi Yamashita Grey (山下瑛美)
Head of Cultural Adaptation: Mako Tomita (富田万木子)
Strategy Director: Andrea Chen (アンドレア・チェン)
Comms Strategist: Patrick Fahey (パトリック・ファーヘイ)
PR Director: Kazuki Kyogoku (京極一樹)
Head of Production: Michelle Brough (ミシェル・ブロウ)
Chief Creative Officer: Erwin Federizo (アーウィン・フェデリゾ)
President: Eleanor Thodey (エレノア・ショーディ)
Amazon Business
WW Senior Brand Marketing Manager: Marielisa Carbonell
WW Creative Director: Raven Smith
