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Amazon's Thank You gifts
Wellness gift boxes for Covid frontline workers
Amazon (Covid-response)
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🌈  50,000 Rainbow Boxes were gifted across the UK  🌈
The NHS Surprise and Delight Package project was one of several initiatives by the Amazon Covid Response team. It aimed to alleviate the stress caused by the COVID-19 surge by encouraging relaxation, and expressed appreciation for NHS staff efforts by gifting them curated well-being gift boxes.

The boxes consisted of treats, self-care products, escapism materials and digital entertainment. I designed the gift boxes with a loving Thank You note and social content for the project.
Given the strict budget of £250K, the challenge was to design (& negotiate with multiple global stakeholders, internally and externally) the most engaging, cost-effective, practical and eco-friendly creative solution to maximise the quality and quantity of the actual gift boxes.

By the end of Sept 2020, 50,000 Rainbow Boxes were gifted across the UK.

The design took 3 weeks from ideation to print. The final design featured branded Rainbow tape over Amazon’s own boxes. The approach enabled us to utilise existing assets and operational process, thus saving cost without compromising the overall look and feel.
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Mikaela Dragon © Creative since 2010. Proud mum of 3 sausage dogs