Walrus handled the television, print and outdoor for the launch of Amazon's first tablet: the Kindle Fire. The Fire represented the first real competitor to Apple’s iPad, not because of the hardware but because of the software. Unlike the HPs and Samsungs of the world, Amazon was and is an established purveyor of digital content with a huge marketplace already intact. We wanted to be sure that consumers made this connection when the device was introduced.

Print and outdoor examples from the launch of three new Kindle e-readers in the US, and of e-readers across the UK, Spain, France, Italy and Germany.