The Magic of Small Things

MY ROLE: CREATIVE DIRECTOR, AGENCY MD

Christmas 2020 was a nail-biter for all of us. Christmas is always a crucial time for any retailer, but with Covid rules changing week by week, none of us had any idea what the festive season was going to look like — or whether we’d be able to film a campaign at all.

After nine months of emotional disarray — without any of the regular gatherings that happen in a normal year — our Christmas campaign had to raise everyone up.

Spanning TV, paid, social, PR and onsite, this was a response to the unbelievable kindness and community spirit we’d witnessed that year — a celebration of all the small things that made life worthwhile.

We built the campaign using audience and product-targeted vignettes, with specific group-focused cutdowns on TV and social.

Targets were smashed with a 46% increase in turnover, and the campaign scored number one for Brand Favourability in Unruly’s study of the most emotionally engaging festive ads — beating the big budgets of John Lewis, Coca-Cola, Disney and LEGO — with an overall EQ score that ranked us fourth among all UK Christmas ads.

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