The Warehouse launched its Christmas campaign yesterday; a festive continuation of the Bargain Feeling brand campaign launched earlier this year.
In the lead-up to the holidays, The Warehouse conducted a survey asking New Zealanders what Christmas feels like to them, with their heartfelt insights being the inspiration for an uplifting 60” spot.
For some respondents it was camping with the family that was most powerfully associated with Christmas, while for others it was the opportunity to give back. Regardless of their answers, the common thread was just a simple thing like a Christmas tree that created a magical memory.
Lorraine Breheny, General Manager of Marketing at The Warehouse, says she’s excited to see how New Zealanders respond to the campaign. “The Warehouse has been about helping New Zealand families to create wonderful Christmases since we first opened,” she says.
“This year, we wanted to put those people at the forefront by sharing some of their own special stories about what Christmas means to them. We hope that Kiwis connect with it and are reminded of their own special holiday memories.”
DDB Chief Creative Officer, Damon Stapleton, says it was this magic they sought to capture when creating this work.
“This campaign is something a little bit different for The Warehouse and it really taps into that collective nostalgia we have of long Christmas holidays and those special memories we share,” he said.
“I think that’s a great feeling for The Warehouse to capture, being a brand that’s been a part of Kiwi Christmases for decades.”
The Sweet Shop director Damien Shatford said: “What I loved about this idea was the opportunity to capture real people and real emotions and place them into a more visually surreal world. Everyone was great to work with and open to exploring new ideas along the way.”
To view the spot online, click here.
CREDITS
Client: The Warehouse
General Manager Marketing: Lorraine Breheny
Marketing Manager – Communications: Sarah Slawson
Category Communications Manager: Stephanie Holland
TV & Radio Producer: Rob Linkhorn
Agency: DDB
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Creative Director:Brad Collett
Art Director: Paul Kim
Copywriter: Graeme Clarke
Lead Business Partner: Nikki McKelvie
Business Director: Crystal Clark
Business Manager: Krish Maharaj
Business Coordinator: David Owen
Chief Strategy Officer: Rupert Price
Executive Planning Director at Large: Lucinda Sherborne
Production Company: The Sweetshop
Producer: Andy Mauger
Director: Damien Shatford
DOP: Ginny Loane
Editor: Luke Haigh
Soundtrack/composer/Music: Pete Van Der Fluit (Liquid Studios)
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