Kmart and DDB Melbourne Capture Childlike Wonder in Whimsicle Christmas Campaign

Kmart is igniting the childlike wonder of Christmas in the first campaign from DDB Melbourne, celebrating the simple joy of small moments. The whimsical campaign brings to life the feeling Australians get when shopping at Kmart; the feeling of joy when you experience the magical transformation created by finding incredible products at low prices.

At the heart of the campaign is a hero TVC that delves into the imagination of a young girl named Charlie. It’s a simple story where Christmas morning is made that little bit more extraordinary and joyful with Kmart’s stylish and affordable products. The spot takes us on a colourful ride through Charlie’s imagination as she uses her magic monster truck just like Santa’s sleigh to deliver gifts to her family before placing us back in reality in the middle of a festive scene.

Using the ‘Low Price For Life’ platform, the campaign drives an emotional connection with Australians by celebrating the simple joy of little moments that pack a big punch.

Laurie Lai, general manager, marketing, Kmart Australia, said: “At Kmart, we’re committed to giving our customers the simple joy of great products for exceptionally low prices, something we call the Kmart Effect. Now more than ever, we know there’s something special about the everyday and the little moments of joy. We’re excited for our new direction, created by the passionate team at DDB, to create a deeper connection with Australians and see this emotive focus drive long-term results for our brand.”

ECD, DDB Melbourne, Anthony Moss, added: “Our first TV campaign for Kmart is the result of a significant and sustained effort from dozens of talented people at DDB. It was a tough brief, made even tougher by a remote shoot, edit, grade and mix. But the end result is testament to the cohesive and integrated way in which the DDB, Kmart and Good Oil teams have worked, which makes me even more proud of the finished campaign.”

To support the campaign, Kmart will also be launching KLive, a mini-lifestyle program broadcast live on Facebook each week in the lead up to Christmas. In each episode, a recognisable Australian host will take you through new products, lifestyle and styling tips as well as product hacks and more. The episodes’ live nature will also allow for viewers to interact and ask questions about Kmart’s Christmas range.