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TK Maxx – A White Christmas

Shoppers dreaming of a White Christmas may find their dreams coming true this year as our festive campaign for retailer TK Maxx is delivering real snow to lucky customers who find exclusive snow globes in-store and online.

Launching this Friday, the labels-for-less retailer’s bold Christmas campaign will offer shoppers the chance to pick up the ‘biggest gift at the smallest possible price’, an actual White Christmas – for absolutely nothing.

Directed by Ian Pons Jewell and voiced by Bill Nighy, the 30” and 60” spots are shot in the hyperreal, cinematic style that has become the brand’s hallmark. In the film we see a ‘White Christmas’ come to life as a grandfather gifts his granddaughter the iconic ‘White Christmas’ snow globe. We then watch the excitement escalate as a team of TK Maxx ‘snow experts’ cover the house in snow, complete with branded helicopter and snow bazookas. The spot is soundtracked by a re-recorded festive version of pop-rock band Pilot’s 1975 hit, Magic.

The activation-led campaign will run in the UK, Ireland, Germany and Poland, combining ATL with print, digital, social, mobile, PR and experiential into a fully integrated, through-the-line campaign. A second spot, airing from December 13, will document one of the White Christmas experiences.

A limited number of 2ft, ‘White Christmas’ snow globes will be hidden in stores across Europe and we’re working with film industry specialists Snow Business to bring the actual white stuff to homes.

An innovative digital build at TKMaxx.com also allows shoppers to bag a White Christmas from anywhere at any time, via shaking an interactive WebGL snow globe.


Sainsbury’s – Every Bit of Christmas

Featuring singing Sainsbury’s staff, Kermit the Frog and more sprouts than you can shake a (candy) stick at, Every Bit of Christmas celebrates the many ways that Brits live well over the festive season.

The sing-along extension of the retailer’s year-round Living Well campaign features a festive song written by lyricist Ben “Doc Brown” Smith and is directed by French duo We Are From LA. 

The campaign launched on November 12 with a 90″ spot and will be followed by a further 16 films in the lead up to Christmas Day. A variety of films, print work and social content will run across broadcast, print, social media and outdoor advertising, ensuring Every Bit of Christmas builds momentum throughout the season.

Creatives Scott, Sophie, Mico and Juan spoke to Shots about the making of the campaign. Read the interview here.