The Warehouse has announced that this Christmas, the kids are in charge of the gift buying – via a new, five minute feature by DDB New Zealand.
The online video asks a selection of young people what they’d like to give their family this Christmas, as they prepare their lists and then take over The Warehouse Royal Oak. The kids are not actors, but were chosen from local primary schools. Their sentiment is touching, and reactions priceless.
Traditionally at Christmas, The Warehouse communications have focused on pushing its market leading price offering. This year that is still the case, but the team were keen to add another layer to this. Using a cast of young heroes, this film is designed to capture the candid emotion of the gift-giving season.
Nikki McKelvie, group business director, DDB said: “We wanted to capture the magic of Christmas through the eyes of Kiwi kids. Letting 80 kids loose in a store was brave, but the result is heartfelt and honest, which we hope demonstrates the true meaning of Christmas; thinking about friends and family and how to make their Christmas great.”
This year, Christmas is even more welcome by The Warehouse crew after reaching the 70 percent milestone for the mass-refurbishment of stores nationwide, with 46 stores completed since 2012, and a further 12 set to be completed in 2015. Not only have many of the stores undergone a refresh, but all branches now have more staff on the floor, and continue to offer quality top brands such as Bonds, Lego, Acer, Sony and Apple.
Lorraine Breheny, general manager of marketing for The Warehouse said: “This year we wanted to make sure that The Warehouse was at the top of the list as the best Christmas shopping destination.
“Christmas is about bringing people together, reuniting families, celebrating and rewarding each other. And what better brief could we have given DDB to create a new Christmas campaign? You’ll still get a bargain, and now you’ll remember the joy of these kids while shopping for one.”
Mark Lorrigan, creative director, DDB added: “We wanted to rediscover the magic of Christmas, so we went to the Christmas experts — kids. We put the power in their hands, giving them free reign of the store to pick presents and get everything their families needed for Christmas. They loved it, we love it, and we’re stoked that it all came together so well.”
The film features on thewarehouse.co.nz and acts as the official Christmas launch for the retailer. Over the coming weeks, in the lead up to Santa’s arrival, a series of shorter 60sec and 30sec TVC brand ads will run, supported by multiple retail executions housing great product and price deals.
CREDITS
Agency – DDB
Chief Creative Officer – Damon Stapleton
Executive Creative Director – Shane Bradnick
Creative Director – Mark Lorrigan
Digital Creative Director – Haydn Kerr
Producer – Rob Linkhorn
Group Business Director – Nikki McKelvie
Account Director – Crystal Clark
Account Manager – Victoria Evitts
Account Executive – Luke Dexter
Planning Director – Rupert Price
Planner – Jamie Barrett
Client – The Warehouse
GM Marketing – Lorraine Breheny
Marketing Manager Communications – Chas Ort
Communications Team Manager – Sonya Wilkinson
Category Communications Manager – Katherine Ryan
Film Company – Exposure
Director – Tim Parsons
Producer – Jess Milne
Music – Liquid Studios
Online – Toybox
Graphics – Kaleidoscope
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