New World has released its 2020 Christmas campaign, through DDB, encouraging New Zealanders to enjoy the Christmas they well and truly deserve after a tough year.
With this likely to be a holiday season like no other, DDB has created a campaign that reflects our new realities but also shows how, with the best in Fresh, inspirational ideas and timely tips and tricks, New World can help make Christmas 2020 memorable for all the right reasons.
The film follows a typical Kiwi family, highlighting some of their experiences through the year. Via the voice of the family’s young daughter, the spot covers everything from home-schooling to home-reno, impromptu haircuts, kid-cooked dinners and baking escapades – many of which will be familiar to New Zealanders these past 9 months.
The story then switches to the wider family’s Christmas preparations, showing them firing up the stove, the cooker and the barbie and preparing a Christmas ham with a range of traditional and not-so-traditional trimmings, supplied and inspired by New World. The neighbours are subsequently invited over for a delicious-looking alfresco Christmas meal.
The film also alludes to the undue pressure that many people feel when making the big Christmas dinner and seeks to alleviate that by referencing failed Pavs and burned sausies and making the point that “if it doesn’t quite turn out, it’ll be alright” – because what really matters is being with family and friends.
Says Pippa Prain, head of marketing and CX, New World: “New Zealand is in a unique position compared to other countries, having collectively played our part in fighting to stop the spread of Covid-19. We wanted our Christmas campaign to reflect the new reality we’re all living in and celebrate the differences we’ve experienced this year.”
Says Damon Stapleton, regional chief creative officer Australia and Aotearoa, DDB: “Our gut instinct, later backed up by research, was that we shouldn’t make a traditional Christmas campaign this year. We felt we had to reflect the year that’s been and recognise what New Zealanders have been through before then focusing on families and friends coming together to celebrate around the dinner table.”
Adds Prain: “I doubt the botched haircuts will be missed, or parents taking on the added challenge of home schooling, but our resilience and the experiences we’ve had this year, and the importance of delivering value for customers and remaining optimistic, are to be celebrated. No matter the struggles we’ve faced or continue to face, we all deserve a crackin’ good Christmas.”
New World’s Christmas campaign launches with a 60”, 30” and 15” TVC and is integrated with media extending across radio, OOH, digital and social media, and accompanied by festive customer experience in New World stores around the country. The campaign also incorporates bespoke content that focuses on the SMEG kitchen knives promotion that runs from November through January.
Here’s to a crackin’ good Christmas, New Zealand.
Dominic Quin (Group General Manager)
Pippa Prain (Head of Marketing & CX)
Diane Clark (Marketing Manager – Brand & Sponsorship)
Jamie Hodgetts (Marketing Manager – Retail & Shopper Media)
Rhianna Watson (Brand & Sponsorship Marketing Coordinator)
Lauren Hockings (Project Marketing Specialist)
Creative Agency: DDB Aotearoa
Chief Creative Officer: Damon Stapleton
Creative Director: James Conner & Christie Cooper
Retail Creative Director: Brad Collett
Art Director: Sarsha Drakeford
Copywriter: Renee Bryant
Managing Director: Chris Willingham
Business Director: Natalie Pierpoint
Account Directors: Rachael Williams & Michael Doolan
Account Manager: Monique Bedford
Account Executive: Hareta Passfield & Maddie Page
Planning Director: Rupert Price
Strategy Director: Charlotte Marks
Agency Executive Producer: Judy Thompson
Agency Producer: Nikki Walker
Agency Post Production Producer: Amanda Summersby
Production Company: FINCH
Executive Producer / Producer: Rebekah ‘Bex’ Kelly
Director: Alex Roberts
DOP: Marty Williams
Art Director: Joseph Leary
Casting Director: Adrian Dentice / Reel
Editor: Simon Price
Grade: Pete Richie
Post Production Company: Atticus Post Production / FINCH
Soundtrack/composer/Music: Liquid Studios
Composition: Pete van der Fluit / Liquid Studios
Stills Production company: Goode+Williams
Photographer: Chris Williams
Producer: Pam Goode
Camera Assist: Cameron Lloyd