To launch the biggest series of the year Tom Clancy’s Jack Ryan on Amazon Prime Video needed to make a bold statement across Europe. The show was action-packed, high-stakes and cinematic in scale, and the marketing had to match.
But simply showing explosive footage or trailers wouldn’t cut it. The goal was not just awareness, but immersion: drawing audiences directly into the world of espionage and danger that defines Jack Ryan. We needed to bring the series to life in the real world and do it in a way that engaged passers-by across multiple markets.
Amazon Prime is known for transporting audiences into other worlds and that became our central creative hook. We took the boldness, intellect and grit of the character Jack Ryan and flipped it into a question: what if you were him?
Instead of promoting the character, we challenged the public. We asked them: How Jack Ryan Are You? This gave us the flexibility to craft an interactive, continent-wide campaign that tested curiosity, intelligence and instincts, mirroring the kind of decisions a CIA analyst-turned-field-agent might make.
