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Debenhams pays homage to do-gooding gift givers in Christmas campaign

UK retailer Debenhams is looking to inspire festive gift-giving with the launch of the ‘Do a Bit of You Know You Did Good’ campaign.

This expansion on the existing ‘Do a Bit of Debenhams’ proposition looks to inform shoppers how good it feels to give a gift at Christmas - and offers up practical in-store suggestions.

The campaign will run across all channels including TV, digital, social media and print to support the department store’s premium gifting offer. Furthermore, gift guides with over 1,000 gift ideas and a three million print run will be available instore and bound into media titles including Sunday Times Style and the Mail on Sunday.

Richard Cristofoli, Debenhams managing director of beauty and marketing, said: “Shoppers told us that the real joy of shopping comes from discovering the gift that you know the recipient is going to really love. We wanted to celebrate that moment.

“Department stores occupy a unique position in that they enable consumers to shop a variety of gifts under one roof – making it easy to find the perfect gift collection. With shoppers having to buy as many as 20 gifts for family and friends, we wanted to share a fist pump with the gifter rather than the giftee and celebrating those shoppers with the confidence of ‘do a bit of you know you did good’.”

Ana Balarin, partner at Mother added: "Breaking with what has become Christmas advertising convention with this campaign, we wanted to shift the attention from the gift receiver to the person buying it, and really focus on that ‘nailed it’ moment, which every shopping fan will identify with."

It has delivered four 20 second executions, scored by ‘Star’ by Kiki Dee and VO-ed by actor Jenna Coleman. These are tailored to guide footfall towards festive markets in over 70 stores.

Ric Cantor directed the sports with Hungry Man. Digital elements were created by the Debenhams in-house marketing and creative teams.

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