- Amazon Business Japan

A Castle, a Cat, and a Shogun:
Amazon Business Brings Order to Edo-Era Chaos

Amazon Business has been in Japan for years, but this year decided to make their first big advertising push. The challenge? Procurement in Japan is still overflowing with paper orders and outdated systems. Amazon Business empowers business with efficient bulk-buying options and powerful features like approval workflows and spending insights. Our task was to help show how Amazon Business could cut through all that and turn business purchasing into a smarter, faster and more strategic driver of growth.

We decided to tell this story with some Japanese historical flair, through an Edo-era fable. In our hero film, a shogun struggles to build his castle as chaos and inefficiency spiral out of control. Then, with some unexpected help from a cat, he pulls out his smartphone and orders through Amazon Business. In no time, boxes arrive, workers rally together as a team, and the castle is completed with speed, precision and a few cat-shaped flourishes. Suddenly, what felt impossible gets done in record time.

The campaign is anchored by the line “Business Purchasing That Shapes the Future,” and turns a dry, invisible task into something cinematic, playful and memorable. By mashing up centuries-old tradition with modern innovation, Amazon Business introduced itself to Japan as more than a platform, but as a symbol of progress for companies ready to leave the old ways behind.