The Haunting of Dina & Mita

Dinamita teamed up with Amazon Brand Innovation Lab to create a Halloween campaign built around its iconic duo, Dina and Mita.

We leveraged the Amazon canvas, from a custom brand store to Amazon lockers near college campuses. Inside the store, we created “Abuelas Know Best,” a playful take on AI (“Abuela-Intelligence”) where users could plan their Halloween through a series of fun prompts that resulted in curated, shoppable bundles.

An interactive “cemetery” experience extended the world further, letting users explore eerie Amazon Music playlists and Prime Video watchlists while stocking up on Dinamita chips to complete their perfect Halloween.

Impact
A seasonal campaign that turned Amazon’s retail environment into an immersive Halloween universe where entertainment, utility, and commerce were fully integrated.