Mon, 09 Nov 2015 10:46:21 GMT
St Luke’s launches a 60” TVC for leading online retailer, Very.co.uk, to celebrate the arrival of the festive season with gifts for all. This follows on from the recent brand repositioning and invites shoppers to ‘Get more out of Every Day’ this Christmas.
Set to a cinematic orchestral score, the TVC follows the story of thousands of pink Very boxes that make their journey from Lapland to their recipients’ homes. The boxes show strength of character, intelligence, courage and determination in helping each other to traverse the snowy landscapes and overcome obstacles in their paths – from getting stuck in blizzards, to hitching a ride on a passing train - to each reach their final destinations. We soon realise that the boxes, and the gifts within them know who they are aimed for, as their behaviour mimics and complements the behaviour of their chosen ones when they are united. This helps to communicate how with Very.co.uk’s great range of brands, products and strong delivery proposition, that shopping can be so easy, it is as if the right gift finds you.
The TV ad production cost in excess of £1m – the biggest ever production spend for Very.co.uk - and has been produced by a combination of a full live action shoot and complex CGI animation to anthropomorphise the pink Very brand device. It was directed by Vesa Manninen, through Outsider, with CGI work created and overseen by MPC.
The £5 million TV campaign launches in Gogglebox (C4) at 9.30pm on 6th November with the 60” ad, and is part of an integrated £9.7 million campaign including a 30” cutdown, brand and promotional press and OOH, VOD, bumpers, digital takeover, behind the scenes and social content.
Al Young, Executive Creative Director of St Luke’s said: “We wanted to dramatise the intuitive shopping experience at Very. It feels as though the perfect gift has somehow found you.”
Kenyatte Nelson, Group Marketing Director of Shop Direct, said “This is the culmination of recent work by St Luke’s and the Very.co.uk team to leverage our most unique visual asset – the pink cube logo – to drive brand recognition in a dramatic and emotionally engaging way.”
Genres: Visual VFX
Categories: Online retailers, Retail and RestaurantsSt Luke's, Mon, 09 Nov 2015 10:46:21 GMT