Very.co.uk Gets More Out of Giving with Wonderfully Animated Christmas Campaign
St Luke’s has launched a fully integrated campaign for leading online retailer Very.co.uk, to celebrate those who love giving at Christmas. The core customer insight is that, for many, the very best part of Christmas is the joy that is derived from the act of giving. This is brought to life by demonstrating that our hearts grow with every act of big-hearted behaviour.
The campaign launches with an animated 60 second TV spot, which in the X-Factor (ITV) at 9.30pm on 5th November. Set to a bespoke composed score, the TVC follows the story of a big-hearted woman as she makes her Christmas journey home from work. We watch as she spreads festive cheer by giving pink gifts, representing Very’s familiar pink cube, to a variety of characters along her way. Our heroine is accompanied by a flying heart. With each gift she gives, we see her heart react with the joy of giving, growing in size as the faces of the men, women and children she gives to light up with Christmas glee. The ad closes with our heroine finally home with her family, being woken up with a present from her little girl, and she sees that her daughter has the same love of giving as her.
Playing to the key theme of ‘get more out of giving’, the campaign communicates how Very.co.uk’s great range of brands, products and strong delivery proposition, make it easy to get more out of your Christmas this year.
The £15m multimedia campaign features brand and promotional TV work, press and OOH, VOD, video bumpers, digital takeovers, real-time DOOH, behind the scenes ‘bloopers’ and a social content campaign including bespoke mobile-first video and a competition, featuring ITV presenter Rochelle Humes, to win a Christmas gift for someone else. With production costs in excess of £1.4m, it’s the biggest ever spend for Very at Christmas. The animated characters were created by Against All Odds at Passion Pictures, and the music was specially created through The Sound Works.
Al Young, Executive Creative Director of St Luke’s said: “AAO have produced a lovely textured film to launch the campaign. It recognises how, for so many of us, it’s the love and commitment of those who truly get their happiness from the happiness of others that makes Christmas so special.”
Kenyatte Nelson, Group Marketing Director of Shop Direct, said “Over the last few years we have spoken to and surveyed thousands of customers across the country to understand what they love and look forward to about the holiday season and one thing is absolutely clear – for our customers there is no greater joy than the joy of giving. The happiness they get is a direct and amplified reflection of the happiness they create for others. St Luke’s have developed a campaign that recognises and celebrates our shared belief that it is always better to give then to receive."
Creative Agency: St Luke's
Music and Sound
Music Production: The Sound Works
Director: Against All Odds at Passion Pictures
Category: Online retailers , Retail and restaurants
Genre: Animation , Storytelling