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Creative Works: have a very Covid Christmas with Sainsbury’s, USPS & Spanish Lottery

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Welcome to The Drum’s Creative Works, in partnership with Adobe Stock, dedicated to showing the best creative work from around the globe.

It’s the most wonderful time of the year again, but this year is set to be a little different. After a testing time for many around the world, a heavenly host of brands are seeking to add a little festive cheer to their 2020 offerings. 

In a year like no other, many brands opted to tackle the pandemic head-on in their messaging, incorporating the highs and lows of a Covid Christmas into some of the year's biggest campaigns. 

With ads from the likes of Sainsbury’s, USPS, Spanish Lottery and more, scroll down to see a selection of this year’s Christmas ads that are addressing the realities of the Covid-19 pandemic. 

For project information, creative credits and more, click on the project to expand to full screen and then click on the stars to vote for your favourite.

To submit work for our Creative Works section, please fill out this online form.

Sainsbury’s: ‘Gravy Song’

Sainsbury’s invited audiences into the homes of three families to establish what the holiday means to people on a personal level. Evoking a more carefree age symbolised by family, laughter and lashings of gravy, its Christmas campaign aims to celebrate the true stars of Christmas dinner.

The first of these, ’Gravy Song’, recounts a daughter’s excitement for her dad’s gravy tempered by his penchant for singing. Combining home-video-style footage and phone conversations, the campaign seeks to honestly reflect modern life.

Video of Gravy Song | Sainsbury's | Christmas 2020
 
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USPS: ‘Home’

The United States Postal Service understands distance – it conquers it every day. So this holiday season, more than ever, USPS has dedicated itself to closing the distance between everyone in the country. Even if we can’t be together in person.

Using previously shot footage and an iconic Christmas song, I’ll be Home for Christmas, sung by Leslie Odom Jr, McCann Worldgroup (MRM New York and McCann New York) partnered with USPS to share USPS employees and carriers all across the country working hard to make deliveries happen. Whether it’s working in a sorting facility, or driving to locations all over the country, USPS goes the distance to deliver holiday connections across America via cards and packages.

The Postal Carriers and Postal Clerks featured were played by actual employees with the United States Postal Service based around the country.

: 'Home'

Agency:
Client:
Date: December 2020
The United States Postal Service understands distance - it conquers it every day. So this holiday season, more than ever, USPS dedicates itself to closing the distance between everyone in the country.
Even if we can’t be together in person for the holidays, the United States Postal Service is there to deliver the holidays for them.
Using previously shot footage and an iconic Christmas song, “I’ll be Home for Christmas,” sung by Leslie Odom Jr.,” McCann Worldgroup (MRM New York and McCann New York) partnered with USPS to share USPS employees and carriers all across the country working hard to make deliveries happen. Whether it’s working in a sorting facility, or driving to locations all over the country, USPS goes the distance to deliver holiday connections across America via cards and packages. The Postal Carriers and Postal Clerks featured were played by actual employees with the United States Postal Service based around the country.
Credits:
 
Tags: United States
 
Video of USPS 2020 Christmas Commercial - HOME
 
 
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SuperValu: ‘Is He Still Coming This Year?’

With Christmas set to be a different affair for many this year, SuperValu’s Christmas spot tells the story of a child looking for a little reassurance that his favourite person will still come to visit on Christmas Eve. 

A familiar feeling for most households in the run-up to this year’s festivities, the ad tugged at the heartstrings of many members of the public hoping to be reunited with family for Christmas. 

: 'Is He Still Coming This Year?'

Agency:
Client:
Date: December 2020
Created by TBWA\Dublin,  SuperValu's Christmas spot tells the story of a child looking for reassurance at Christmas, something that will feel familiar for most households in the run up to Christmas.
Credits:
 
Tags: Ireland
 
Video of SuperValu Christmas Advert 2020
 
 
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Spanish Lottery: ‘Sharing as always. Sharing as never before’

The Spanish Christmas Lottery goes back more than 200 years and has now become a tradition that every Spaniard looks forward to, as much as they do for Christmas Eve or New Year’s Day. Unlike any other lottery in the world, people prefer sharing their lottery tickets with others rather than playing in their own, because it represents that special bond that brings them together.

Given that this has been such an extraordinary year, the campaign features a tradition deeply rooted in Spanish society, but also captures the extraordinary circumstances that we are all living in today.

: 'Sharing as always. Sharing as never before'

Agency:
Client:
Date: December 2020
The Spanish Christmas Lottery goes back more than 200 years and has now become a tradition that every Spaniard looks forward to, as much as they do for Christmas Eve or New Year’s Day. Unlike any other lottery in the world, people prefer sharing their lottery tickets with others rather than playing in their own, because it represents that special bond that brings them together.
Given that this is such an extraordinary year, it made sense that a campaign featuring a tradition so deeply rooted in Spanish society would also portray the extraordinary circumstances that we are all living today
Credits:
 
Tags: Spain
 
 
 
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Miller: ‘Farewell, Work Holiday Parties’

Based on a study that mentions that over 50% of full-time office employees say they aren’t sad to see these parties go, and 70% would choose time off from work over a holiday party.

Miller’s Christmas ad celebrates the demise of the turbulent event and says cheers to spending more time with your nearest and dearest instead.

: 'Farewell, Work Holiday Parties'

Agency:
Client:
Date: December 2020
Based on a study that mentions that over 50% of full-time office employees say they aren’t sad to see these parties go, and 70% would choose time off from work over a holiday party, Miller Lite hopes there is one thing we can agree on: that not attending a work holiday party means more time for people to enjoy Miller Lite with a few real friends. 
Credits:
 
Tags: United States
 
 
 
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Three: ‘Your Phone's Seen A Lot This Year’

Three’s holiday campaign, directed by award-winning director, Simon Ratigan, shows 2020 through the eyes of our phones – from heartfelt kisses on video calls to working from home and virtual quizzes, all voiced by a choir that sings what unrelenting hard work it is to be a phone.

In the end, the lead drops her trusty phone, just in time to get a deal on a shiny new one from Three.

: 'Your Phone's Seen A Lot This Year'

Agency:
Client:
Date: November 2020
Three UK has announced the launch of its new integrated marketing campaign - ‘Your Phone’s Seen A Lot This Year’. Never before have the nation's phones played such a vital role in our lives to keep us connected. As UK’s Most Popular Network Provider, Three offers a unique view of the world through the lens of our mobile phones throughout 2020.
The multi-channel campaign - spanning TV, digital and radio - is the first piece of work for Three from Wonderhood Studios, which came on board as Three’s new creative agency in September.
The film, directed by award-winning director, Simon Ratigan, shows 2020 through the eyes of our phones – from heart-felt kisses on video calls to working from home and virtual quizzes, all voiced by a choir that sings what unrelenting hard work it is to be a phone. In the end, the lead drops her trusty phone - time to get a great deal on a shiny new one from Three!
Credits:
 
Tags: UK
 
 
 
 
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Zalando: ‘We Will Hug Again’

Against the backdrop of a challenging year of uncertainty and separation, Zalando is celebrating the hug as the ultimate expression of human connection and solidarity. Created by Anomaly Berlin, ’We Will Hug Again’ is devised to convey a feeling of optimism and hope across Europe.

This message of hope will be depicted across numerous formats. Firstly, it will be brought to life through a series of Hug Portraits which will appear as large unbranded murals in visible urban locations across Europe. It will also include a heartwarming film, ’100 Years of Hugs,’ directed by Vincent Haycock, and set to the track Godspeed by Frank Ocean.

: 'We Will Hug Again'

Agency:
Client:
Date: November 2020
Against the backdrop of a challenging year of uncertainty and separation, Zalando is celebrating the hug as the ultimate expression of human connection and solidarity. Created by Anomaly Berlin, 'We Will Hug Again' is devised to convey a feeling of optimism and hope across Europe.
This message of hope will be depicted across numerous formats. Firstly, it will be brought to life through a series of Hug Portraits, by documentary and portrait photographer Sarah Blais. The portraits will appear as huge unbranded murals in highly visible urban locations across Europe. They show two figures in an embrace, where the second person is missing and the question 'Will We Hug Again?' is posed. 
It will also include a heartwarming film, '100 Years of Hugs,' directed by Vincent Haycock, and set to the track ‘Godspeed’ by Frank Ocean. The film was shot across Nigeria, Vietnam, Italy, Mexico, Sweden and Germany by four directors. Each film tells the story of one hug*, united by a central look and feel, enabling all films to be cut individually or together. Further adding to its moving nature, Frank Ocean’s ‘Godspeed’ is a track that epitomises the feeling of human connection and togetherness.  
Credits:
 
Tags: Europe
 
 
Video of We will hug again | Holiday 2020 | Zalando
 
 
 
 
 
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Etsy: ‘Gift Like You Mean It’

Etsy’s 2020 holiday ad campaign features three emotional stories that highlight the power of a meaningful gift.

In the first spot, titled ’Nana’, Etsy shows how a gift can connect family members who are unable to gather in-person for the holidays. In another, titled ’New Guy’, we see how a gift becomes a symbol of acceptance for a same-sex couple. And in the third, ’Shiori’, a gift becomes an object of pride for someone struggling with self-identity.

Each spot highlights a story of connection, inclusivity, and acceptance that everyone can relate to while spotlighting the personalized, one-of-a-kind, gifts you can only find on Etsy.

: 'Gift Like You Mean It'

Agency:
Client:
Date: November 2020
Etsy has launched its 2020 holiday ad campaign with new creative featuring three emotional stories that highlight the power of a meaningful gift.  
Each spot highlights a story of connection, inclusivity, and acceptance that everyone can relate to while spotlighting the personalized, one-of-a-kind, gifts you can only find on Etsy.  Check out all of our new advertisements here.  
The in-house Etsy creative team worked with 72andSunny New York on this creative, which will appear across national & digital channels in the US.  We also will be rolling out holiday campaigns in the UK and, for the first time, in Germany later this year. 
Credits:
 
Tags: United States
 
 
 
 
 
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Deliveroo: ‘Christmas is On!’

This year marked Deliveroo’s first foray into Christmas advertising, with a major campaign, ‘Christmas is On!’

The spot features a rendition of the classic festive jingle, We Wish You A Merry Christmas, through a collection of bells, bongs, clangs, tolls, strikes and beeps create the melody of the well known Christmas carol, in an ode to festive deliveries.

The campaign also celebrates the festive grocery favourites available for delivery on-demand in as little as 20 minutes from mince pies to prosecco, from the likes of Co-op, Waitrose, Aldi and Morrisons.

: 'Christmas is On'

Agency:
Client:
Date: November 2020
Deliveroo has launched its first ever major UK Christmas campaign that encompasses TV, digital, radio, CRM and brand social. The 'Christmas is On' campaign, created in-house by the food-delivery company, highlights that no matter what uncertainty lies ahead the next few months, Deliveroo will be here to deliver this Christmas bringing people together over food and spreading that festive feeling.
 
Throughout November and December, a brand new festive menu on Deliveroo features exclusive dishes from loved chains to local neighbourhood favourites. From Pret’s legendary Christmas sandwich to Burger King’s Festive BBQ King and Pizza Hut’s Christmas Pizza, these limited-edition dishes are available only on Deliveroo. The campaign also celebrates the festive grocery favourites available for delivery on-demand in as little as 20 minutes from mince pies to prosecco, from the likes of Co-op, Waitrose, Aldi and Morrisons.
 
In this quirky festive ding-dong, directed by Caviar’s Keith Schofield, a collection of bells, bongs, clangs, tolls, strikes and beeps create the melody of a well known Christmas carol, and bring to life a festive season full of delicious deliveries. The work was created by Brendan Howell and Matthew Benney in-house at Deliveroo Creative Studio, produced by Caviar with music and sound by String & Tins. It will be playing out across all major networks.
 
Credits:
 
 
 
 
Deliveroo Marketing: Caroline Harris, UKI Marketing Director; Justine Stein, Head of Media & Campaigns
Creatives: Brendan Howell, Matthew Benney
Creative Producer: Roy Swansborough
Media agency: Initiative 
Production company: Caviar TV
Director: Keith Schofield
Producer: Polly Du Plessis
Executive Producer: Sorcha Shepherd
Post Production: No. 8
Editor: Patric Ryan @ Marshall St Editors
Sound Design: Adam Smyth @ String & Tins
Colourist: Luke Morrison @ Electric Theatre Collective
 
Tags: UK
 
 
 
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Tesco: ‘No Naughty List’

As a brand, Tesco has always aimed to reflect the mood of the country in its advertising. That angle has never been more prescient than at the current moment, with Brits in dire spirits under varying degrees of lockdown and an especially strange Christmas on the horizon.

Developed by agency BBH, the ad absolves customers of anything that might have landed them a place on the ‘naughty list’ this year – from bad video call etiquette to buying too much loo roll – and instead encourages them to indulge as much as they want this Christmas.

: 'No Naughty List '

Agency:
Client:
Date: November 2020
As a brand, Tesco has always aimed to reflect the mood of the country in its advertising. That angle has never been more prescient than at the current moment, with Brits in dire spirits under varying degrees of lockdown, and an especially strange Christmas on the horizon.
Developed by agency BBH, and directed by Raine Allen-Miller from production company Somesuch, the ad absolves customers of anything that might have landed them a place on the ‘naughty list’ this year – from bad video call etiquette to buying too much loo roll – and instead encourages them to indulge as much as they want this Christmas.
Credits:
 
Tags: UK
 
 
 
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