Amazon Prime lights up Flinders Street with a bold tram shelter takeover featuring Fallout, The Boys, and eye-catching blue branding.

Drama, Action, Romance — It’s All on Prime

In the heart of Melbourne, where culture, creativity, and everyday life intersect, Amazon Prime Video has launched a vibrant campaign that takes over a Yarra Trams shelter on Flinders Street. The fully branded installation promotes Prime Video’s popular Young Adult titles in an eye-catching way that turns daily commuting into an immersive brand experience.

A Full Shelter Takeover That Turns Heads

This is the first campaign to utilize the new 6-shelter format on Flinders Street, and it does so with impact. Wrapped entirely in Amazon Prime’s signature blue, the activation features bold lines like “Heroes or hazards?” and “Are they fighting for justice?”, alongside hit series such as Fallout and The Boys.

Even the sidewalk in front of the shelter has been branded — turning a regular tram stop into a bold statement that grabs attention and invites curiosity. It's not just advertising, it's environmental storytelling.

Reimagining Out-of-Home Advertising

This campaign shows how outdoor advertising can go beyond posters and banners. By fully integrating into a public space, it builds a memorable connection between the brand and its audience. With content that resonates and visuals that pop, the Flinders Street shelter takeover redefines how media can interact with urban life.

Why It Works

From streaming platforms to city streets, Amazon Prime is showing its strength in both content and creative marketing. This campaign invites Melbourne to pause, engage, and dive into the world of Prime Video — without even picking up a remote.