Christmas can be lonely. Anyone who has lost a friend, split up with a partner, or who has parents that live apart knows that the most wonderful time of the year can be … well, not always the most wonderful time of year.
Plus Supermarket briefed their agency J. Walter Thompson Amsterdam to create their very first people driven – rather than product driven – Christmas campaign. The agency’s idea was to make something emotional, authentic and perhaps more true to life than the norm.
As the supermarket’s brand line and strategic mission is to ‘Eat Well’ – the Christmas twist on this line was to ‘Eat Well Together’. The aim was to make this come to life in an inclusive way that anyone and everyone in the Netherlands could relate to. This led J. Walter Thompson Amsterdam to focus on a co-parenting family, and to tell the tale of a little girl with separated parents.
Agency: J. Walter Thompson Amsterdam
Creative Partner: Bas Korsten
Executive Creative Director: Marcel Hartog
Concept: Chris Sant, Dieuwer Bulthuis
Art: Chris Sant, Gerard Foekema
Copy: Dieuwer Bulthuis
Director: Daan de Raaf
Strategist: Lex Noteboom
Business Director: Budi Gonzalez de Chaves
Screen Director: Marloes van den Berg
Senior Concept Producer: Charlene Thomas
PR Director: Jessica Hartley Client:
PLUS Supermarket Manager
Formula & Communication Manager: Bas Snetselaar
Marketing Communication Manager: Cecile van den Heuvel
Campaign Manager: Lydia van den Brandhof
Campaign manager ad interim: Pauline Effern
Corporate Comms Manager: Ingeborg Biemans- Posthumus
Production Company: Pink Rabbit
Directors: Ismael & Basha
Cinematography: Martijn Broekhuizen
Post production & Visual Effects: Captcha!
Editor: MRTN edit boutique
Music: The Cinematic Orchestra - To Build A Home
Written by: Jason Swinscoe, Philip Jonathan France, Stella Page, Dominic Smith, Patrick Watson
Published by: Ninja Tune/Kobalt/Cloud 9
Music Supervision: Amp.Amsterdam
Sound: Lab 3, Jeroen van Gessel
Media: Initiative Amsterdam