O-I Glass Brings Holiday 'Cheers' to Add Magic to the Season
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The new campaign from VaynerMedia is part of a broader plan to rebalance the narrative on packaging material
2020 has been an incredibly stressful year, becoming even more so as we approach the holiday season. As consumers look for ways to elevate what’s expected to be a very ho-humbug holiday period, O-I Glass launched 'Glass Up the Holidays' – a campaign that brings a little ‘cheers’ to elevate the holiday season and is part of a broader plan to rebalance the narrative on packaging material.
This fun :30s spot - created by VaynerMedia New York, the brand’s agency of record - begins with a festive holiday six-pack of bottled beer being placed on a front stoop, where the bottles begin to perform the classic 'Jingle Bells' tune using only the sounds of glass. As the spot continues, these carolling bottles are delivered to different homes across the country as we hear the duration of the custom track.
The film’s purpose is to remind everyone that glass is a very simple way to awaken your senses, memories, and emotions, and bring magical moments to your holiday season.
Following the launch of the campaign, on National Ugly Sweater Day, 18th December, O-I will offer fans a limited batch of curated 'Glass Up the Holidays' Gift Boxes. These boxes will include a custom Holiday bottle sweater (as seen in the :30s spot), a reusable glass bottle, a QR code to listen to the custom 'Jingle Bells' track and a few other festive treats. To claim one, O-I Glass will invite fans to participate across social, using the hashtags #GlassUpTheHolidays and #OIPromo - first come, first served.
The film will live across the O-I Glass’ Instagram, Facebook, Twitter, YouTube and LinkedIn channels, along with cut downs and supporting assets that will span across Pinterest as well. In addition, an audio spot on Spotify will drive to the campaign film on YouTube.
Client: O-I Glass
Campaign Title: 'Glass Up The Holidays'
Global Integrated Comms Sr Director: Marie-Laure Susset
Global Marketing Comms Leader: Christine Labardee
Digital Communications Lead: Katie Johnson
Content Strategist: Jess Baker
VP, Group Account Director: Lisa Harap
Account Director: Mia Wylde
Group Creative Director: Mimia Johnson
Creative Directors: Jackie Blaze and Katherine O'Brien
Creator, Design: Danielle Waterman
Creator, Copy: Mickie McLeod
Creator, Video: Will Useman
Media Director: Nate Schoeffler
Media Manager, Buying: Kaily Groover
Analyst, Media: Josh Kim
Media Residents: Brandon Roberts-Blake and Raymond Lee