The Works' Ensures Family Christmases are Well Spent in Festive Spot

This Christmas, The Works, the UK’s leading retailer of books, toys, games and arts and crafts, is championing the magic of togetherness with its brand-new festive campaign, Time Well Spent.

The campaign title will also serve as the brand’s marketing platform for all future activities. It was inspired by The Works’ product offering, which focuses on spending time with one another or on taking time out for yourself.

At the heart of the campaign is a playful activation, Santa Pause, created by social media agency, Social Element. Santa Pause is a relatable, blue-robed parent who gifts activities, crafts and toys that foster quality time.

To bring Santa Pause to life, the campaign begins by teasing Santa Pause through cryptic posts across TikTok and Instagram from 20th October via a spoof account. The posts feature Santa Pause dropping gifts and his blue sleigh (a blue bike, of course) arriving at a house during a shift. He’ll then be formally introduced on the retailer’s TikTok, Instagram, and Facebook accounts on 1st November. In the same week, leaked doorbell footage of the parenting influencer in action launched Santa Pause into the world with social-first content bursts exploring his origin story as a tired parent turned Chief of Time Well Spent. These include a day-in-the-life and 'becoming Santa Pause' videos.

Through light-hearted, heart-warming antics via real life activations and through social media - including physical gifts placed across the UK for the general public to find – the campaign highlights the joy of screen-free moments. In doing so, it invites families across the UK to slow down and create lasting memories this Christmas.

The campaign will run throughout December 2024, and will include competitions offering families the chance to win 12 days of prizes designed to inspire quality time.

At its core, Time Well Spent reframes the notion of time in our fast-paced world, emphasising the value of shared experiences. Whether it’s through a jigsaw game, a crafting session, or a cosy bedtime read, The Works inspires families to make every moment count. The campaign is a response to the growing pressures of modern parenting and the feeling of guilt over never having ‘enough time’.

Lynne Tooms, commercial director at The Works, said, “We understand that time is one of the most precious gifts we can give, especially during the busy festive season. Our Time Well Spent campaign is all about inspiring families to pause, connect, and create lasting memories. With Santa Pause, our parenting influencer star adds a sprinkle of fun and magic to remind everyone of the joy found in togetherness.

“We hope that our campaign, coupled with our creative product offering, will help families achieve this for Christmas - without needing to break the bank.”

Shahnaz Ahmed, director, creative and innovation at Social Element, said, “The greatest gift this festive season isn’t found under the tree - it’s found in the moments we share with loved ones. In a time when we need to slow down more than ever, Santa Pause was created to remind us that the most meaningful moments don’t come from screens or gadgets. He’s the gift parents didn’t even know they needed!”

The campaign strategy and creative has been handled by Social Element, paid strategy and supplementary content by The Works Inhouse team, brand platform by Glow London and PR Brazen.