• Loading…


Award: Wood Pencil

Wood Pencil / Film Advertising Crafts / Direction for Film Advertising / 2015

Set during the First World War, this ad dramatises the famous Christmas truce of 1914, which saw British and German soldiers leave their trenches and meet as friends in no man's land. In the five-minute film, Jim, a young British soldier, receives a chocolate bar from his girlfriend. After a night of communal carol singing between the enemy trenches, Jim bravely ventures into no man's land the next morning to declare a festive alliance. He's met by Otto, a young German soldier. The two shake hands and both armies follow suit. The servicemen spend Christmas day playing football. Then, once the armies have retreated to their trenches, Otto reaches into his pocket to find a gift: Jim's chocolate. The chocolate bar went on sale in Sainsbury's stores across the country with all profits going to the Royal British Legion, the UK's leading veterans' charity. More than one million bars were sold, raising over £500,000. The campaign launched the evening after Armistice Day, and the spot become the UK's most watched ad on YouTube in 2014.

Register Now to
Keep Reading

Once registered you will have access to this article and all other features, access our archive and case studies, be able to submit your work to us and receive our newsletter if opted-in.

Register Now
Why Register? Swipe to hide

Why Am I Being Asked
to Register?

We'll ask you to provide a few details about yourself, your current role and what you do. We won't share your information with other parties and won't spam your mailbox.

This site contains over 50 years’ of award winning work, articles, interviews and case studies. Register to gain full access to everything.

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again