Nationwide celebrates the UK's diversity in '12 voices of Christmas'
Nationwide Building Society is launching a series of adverts on Christmas Eve to celebrate a diverse range of voices and stories from people across the country.
The ‘12 Voices of Christmas’ advertising campaign will feature a dozen different voices from all over the UK covering various ages, ethnicities and life experiences.
Created by VCCP, each advert will capture each person's thoughts and feelings about the festive holiday, in a mix of styles, including poems and some observed conversations between groups of friends or families.
The adverts will run on TV from one eve to the other, covering eight days, until it accumulates on New Year's Eve. Rather than appearing alone, the ads will air at the beginning and end of advert breaks, to ensure two voices are heard.
Wavemaker handled the media planning and buying for the campaign.
This latest series of adverts form part of the Society’s wider ‘Voices Nationwide’ advertising campaign, which launched in September 2016.
'Voices Nationwide' aims to celebrate people’s lives and stories across the country through the medium of spoken word.
Sara Bennison, Nationwide’s chief marketing officer, said: “Christmas means so many different things to our 15 million members. After what has so often felt like a year of division and dissent, we wanted to celebrate that diversity of experience.
"Building Societies are, after all, built on a premise that we can achieve far more together than is possible alone, and that seems more relevant now than ever. We hope that everyone can find something they relate to in one of our ‘12 Voices of Christmas, Nationwide’.”
Jim Thornton, VCCP deputy executive creative director, said: “You hear a lot of things at Christmas – sleigh bells, carols, Slade, over-excited children, police sirens – but the one thing you rarely ever hear are the voices of ordinary people talking about Christmas and what it means to them.
"Mixing spoken word with observed conversations, ‘Voices Nationwide’ gives voice to 12 different personal points of view on the festive season in its own inimitable authentic style. Which only leaves me to say, in the words of Shakin’ Stevens, ‘Merry Christmas, Everyone’.”