Tesco F&F Novelty
The advent of Christmas brings with it mince pies, tinsel adorned homes and, of course, Christmas jumpers.
F&F Clothing had a clear goal: to build awareness of their Christmas novelty range in the run up to Christmas. With novelty being inherently fun, we saw an opportunity; we wanted to create content that was engaging as well as entertaining.
Next came identifying where the content should live and how to best ensure it was fit for platform. We would have to be cognisant of the fact the content produced would have to work across YouTube, Facebook, Instagram and Twitter, working this into the creative development phase of production.
Initial ideas bred from the sense of ‘fun’ at the heart of novelty. From this we developed an idea that centred around Christmas jumpers being solely for Christmas – the fun would come from playing on this, showing people’s love of Christmas and the lengths they are willing to go to keep the Christmas spirit alive. Enter our hero mum, strutting her festive look on a hot summer’s day spent on the beach. With her family in tow she bucks against trend, drawing surprised looks from fellow beach-goers, taking it all in her stride.
To add to the humour we opted to include a pug in full festive gear, something that went slightly awry during filming. Filming the content in Mallorca, we managed to capture not only the hero video footage but also a series of GIFs to provide breadth to the campaign. The dog had other ideas, refusing to comply with any of the director’s notes.
Back home we implemented our social knowledge, creating both a cinematic 30” edit as well as a shorter 15” piece that complied with social best practice, putting our Feed Ready approach into play. For this, we ensured we created a sense of intrigue to capture the viewer from the off, as well as ensuring the content worked ‘sound-off’.
The complementing GIF pieces (ranging from our family’s dad recreating snow angels in the sand to our hero mum seemingly walking out of the social post in her Christmas jumper, creating a 3D effect) ran alongside the video activity, further putting social elements into play.
The reception has been warm, with people identifying with the ‘there’s a time and a place for Christmas jumpers’ messaging. Many shared the content with friends on social whilst the videos have been watched almost 1.5 million times on YouTube alone.
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