Agency: Leo Burnett London
Good Campaign of the Week is a regular feature that celebrates creative social good campaigns. Each Monday, together with Branding Magazine, we highlight a new project from across the globe that demonstrates a positive social message with innovation at its heart – showcasing the brands and businesses using creativity to do well by doing good.
The Co-op Leo Burnett Christmas Campaign
Christmas is a time for giving, and that’s exactly what happens in this short and sweet TV commercial for UK grocery retailer Co-op.
The film opens with two lads preparing for a party. Lo-and-behold they’re out of ice. We don’t lose the irony that the street outside is covered with ice as we journey to the store with our friend. On the way he sees an elder gentleman unable to leave his home because of the slip hazard, and so he delivers the man some groceries on the way home. He merely rolls his eyes when his friend calls him out for taking his time. It’s simple, relatable, and all done in the festive spirit.
Two accompanying 10-second spots are to be aired during the same commercial break as the main spot. These show the elder man and his wife enjoying the goodies they’ve been delivered.
Director Tom Tagholm has made reputation as the man responsible for 4Creative’s incredible output. Now represented by Park Pictures, it’s clear his gift for understanding people’s inner motivations and storytelling is stronger as ever. Leo Burnett also has success in this area, as we’ve featured in a previous Good Campaign "Learning to Hug". They continue to convince brands that values are as important as products in a consumer’s mind; this ad showcases both effortlessly.
Take a Look at Co op's Social Responsibility Campaign Film, 'Ice'
Use of music has always been a strong point in Tagholm’s work (think Public Enemy in "Meet The Superhumans"). This spot is no different, as the gentle melody of Ravel’s Balero is a subtle nod to Britain’s ice skating victory in the Winter Olympics of 1984.
This commercial is reminiscent of the sentiment in another top Christmas spot this year – Jung von Matt's "Dark Christmas" It’s a beautifully produced spot that tells a compelling and moving story, however, the German supermarket spot shows a grandfather tricking his family, whereas the Co-op version has a more altruistic approach.
It’s not a campaign that’s tied to any particular cause, or asking customers to donate. Rather, it fits with Co-op’s heritage as a mutually-owned business, gently implying that you can help a neighbor with minimal effort. And if that’s not the Christmas spirit, what is?
D&AD Impact seeks to identify and celebrate great, transformative ideas that contribute towards a better, fairer and more sustainable future for all. If you think you have a campaign that makes a real and positive difference to the world then why not enter it into D&AD Impact.