Huge Canada, is putting a little humour in the holiday season with their latest campaign for Giant Tiger
, one of Canada’s favourite retailers. The socially driven campaign created by creative AOR Huge Canada, showcases that Giant Tiger has everything you need to ensure a perfect holiday celebration through clever vignettes that evoke a laugh from Canadian customers.
“We really wanted to position Giant Tiger as a place where you could get everything you needed for the holidays. By showing a wide cast of characters, we were able to demonstrate just how well equipped Giant Tiger was for the holiday season,” said Cindy-Lynn Steele, SVP strategy & marketing. “During a time full of typical family archetypes and emotionally charged advertisements, we chose to go with a lighthearted, humorous and relatable approach.”
This latest campaign is a continuation of a larger brand campaign released earlier this year called ‘See Yourself Saving’. The intent was to put the viewer right in the store, or in the shoes of a Giant Tiger shopper, making it easier for viewers to picture themselves shopping at Giant Tiger, all while saving.
In true holiday spirit, the creative campaign brings to life universally accepted characters like the ‘Hint Dropper’ who ironically is terrible at subtlety, and the ‘Not So Secret Santa’ who makes a point of revealing their identity. All the characters make their debut at a holiday party where they mingle while dressed in novelty clothing and consuming food and drinks that are only available at your local Giant Tiger.
“This campaign celebrates uniqueness. Recognising that the holidays bring out a lot of quirky personalities, this was our chance to celebrate them,” said Allen Oke, executive creative director, Huge Canada. “The reality is that everyone does Christmas a little differently, and there is no set definition for ‘perfect’. By acknowledging this, we were able to position Giant Tiger as the store that has what everyone needs for their perfect Christmas, but for less.”
The integrated creative marketing campaign includes TV, social, digital video, and also features a contest. Largely driven by film and bespoke social postings for Facebook and Instagram Stories, the cheeky and relatable personalities were perfect for this. Creating culturally relevant stories and GIFs allows consumers to engage deeper with the characters and the brand. It invites them to connect with the brand in a new way and encourages them to think about the type of holiday shopper they might be.
The bilingual campaign is currently running across Canada and will continue right through until Christmas Eve.