Big Lots: Share the Joy by O'Keefe & Reinhard & Paul
The Drum Creative Awards are here to fly the flag for creativity in the midst of the digital revolution
Big Lots’ new holiday advertising campaign from O’Keefe Reinhard & Paul celebrates the season with the song 'Joy to the World.' But it’s not the traditional Christmas carol version you’d expect. It’s the classic-rock anthem made famous by Three Dog Night.
The new advertising takes a fresh look at the holidays through the eyes, ears, hearts and hip-checking moves of customers as they decorate, bake, travel and welcome grandma home while emphatically singing along to 'Joy to the World.' The up-close-and-personal vignettes of cookie decorating, light hanging, car rides and more, were inspired by real stories and memories of the holidays shared by the creative team at OKRP.
The ads were shot to look like user-generated content, giving them a more emotional feel and and providing a wide variety of clips for social media. The multi-format production includes boomerang sequences, time lapses and short clips interspersed within the stories. The content will be used to extend the campaign online with digital video, digital display, native ads, rich media, paid social, Facebook video and more. In shooting the campaign, OKRP captured over 20 moments to be used as short content bites across social.
The campaign is anchored by a 60-second anthem ad that will run in cinema and online. Additional ads include 15- and 30-second spots for broadcast and online, and radio ads that feature a partnership with iHeartRadio across its holiday channels.
Agency: O'Keefe Reinhard & Paul
Client: Big Lots