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Behind the Idea: Christmas is this "Very" Moment

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We've seen so many Christmas ads that by now we are used to all the unboxing, red-dressed gift-bearers and poignant moments that we so deeply link to Christmas. That's why Very and Grey London wanted to do something different. Something focused on the little moments that lead up to Christmas – the ones that make such a festive season so special to all of us.

We liked the Very campaign by Grey London so much that we included it in our round-up of the best 2020 Christmas ads. It was just natural for us to then feature this splendid campaign as part of this series.

For this Behind the Idea, we are learning more about what brought the Very 2020 Christmas campaign to life, how the agency navigated Covid restrictions and production challenges, and why it was such a special piece of work for everyone involved at Grey.

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What was the brief?

As one of the UK’s biggest online retailers, Christmas is incredibly important to Very. And this year, they wanted to find a way of standing out amongst the crowd, making a real impact and connecting with customers.

How did the initial pitch/brainstorming phase go?

The script was actually part of our pitch to Very back in February, before the world got turned upside down! What we loved about the script is that it was a Christmas ad that didn’t focus squarely on Christmas Day and opening gifts. Instead, it’s about all the other smaller moments that make Christmas brilliant.

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Tell us more about the concept. How did it come to life, and why was it the right choice?

The ad and idea ‘Life is this Very moment’ was written pre-Covid. We questioned whether it was the right choice for the new world we found ourselves living in. But if lockdown has taught us anything, it’s that you have to enjoy every moment, no matter how small. This spirit is summed up well by our protagonist, Jodie. She has a lovely resilience. A belief that she’s going to enjoy every moment of Christmas, no matter what. 

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What was the production process like? What was the biggest challenge?

The production was definitely a challenge! To create an ad of this scale with the time we had was never going to be easy. But then when you add COVID restrictions to the mix too, it created countless production challenges. But thankfully, in Gary Freedman and Independent Films, we had partners that found solutions. We also had a fantastic producer who never stopped fighting for the best results. The shoot itself took a week. Hats off to the cast and crew. They were excellent on and off camera.

How satisfying is it to see it out there after so much hard work?

It’s a great feeling. Not just for us, but for everybody who put their heart and soul into this project. To see the ad live and the people loving it is a nice early Christmas gift.

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What’s the main message of the campaign and why does it matter?

To enjoy every moment of Christmas, in all its raw and real glory. So many festive ads create an implausible picture of Christmas, which can make people feel guilty if they don’t ace Christmas Day. This film bucks that trend. And celebrates all the other moments which make Christmas special. 

What is one unique aspect of the campaign?

The family have a sausage dog called Banger. 

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Why will the final assets resonate with consumers?

The launch ad seems to have landed well. I think after this year, the nation is appreciating a Christmas ad that just makes them smile. 

The campaign sends the message that the best thing about Christmas is not just Christmas day but the combination of all the wonderfully festive moments in the build up to Christmas, from Christmas lights and the all-important tree to Christmas jammies which everyone can relate too. 

What do you hope it achieves for the brand?

Brand love. It is a celebration of every single moment in the countdown to December 25th and it goes beyond the festive celebration, which we know might not be the same this year with ever changing situation we are all facing in the current climate. 

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Credit list for the campaign?

Client                                       The Very Group
CMO                                        Carly O’Brien
Senior Brand Manager             Kim Pritchard

Creative Agency                      Grey London
Creative Chairman                   Javier Campopiano
CCO                                           Laura Jordan Bambach
Creative Directors                    Matt Moreland & Chris Clarke
Creative Teams                        Matt Moreland & Chris Clarke
                                                  Emma Thomas & Ryan Delaney
                                                  Angela Harding & Terry O’Neill
CSO                                           Raquel Chicourel
Strategy Director                      Jess Smith
Group Business Director          Kate Ilott
Business Directors                   Tamsine Foggin & Charlotte Coughlan
Account Directors                    Natasha Thomas & Naomi Templeman
Account Manager                     Emilie Jenner
Account Executive                   Meg Johns
Agency Senior Producer          Maxine Hose
Agency Assistant Producer      Kate Reynolds
Agency Print Producer             Toby Horrocks

Production Company               Independent Films
Executive Producer                  Jani Guest
Producer                                  Sara Cummins
Director                                    Gary Freedman
D.O.P                                         Barry Ackroyd
Production Design                   Jacqueline Abrahams
Post Producer                          The Assembly Rooms / Dan Breheny
Editor                                       Adam Spivey
Post Producer                          MPC / Phil Whalley
Colourist                                  Matthieu Toullet
VFX Artist                                TBV
Audio Post Producer                750mph / Mary-Ann D’Cruz
Sound Engineer                      Sam Ashwell

Music Supervision                    SixtyFour Music

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