In a multi-national holiday television campaign launching 9th November, Vistaprint shares an uplifting message that a special gift, no matter the size, can make those closest to you feel known and loved. In this time of uncertainty when loved ones may be separated, many are putting an emphasis on gift giving as a way to brighten what has been a year like no other.
For this campaign, Vistaprint, typically known for expertly designing small businesses’ marketing materials, wanted to show consumers that its services can help them create something highly bespoke for everyone on their list.
The 'Unregiftable' campaign created and produced by Giant Spoon includes :30 and :15 spots that tell the story of ultra customised gifting, featuring items that are clearly so intentional they couldn’t possibly be shared with anyone except for their intended recipient. Viewers will hear a familiar soundtrack, but with a twist. The spots feature the music of Nat King Cole’s beloved 'Unforgettable' replaced with the lyric 'Unregiftable' - you’ll be singing it all season long.
In one scene, a Dad is seen quickly making his way inside from getting the mail on a snowy morning. He sips his hot coffee from a mug that says 'Best Dad, Better legs' - perfectly suited for him when we pan out and see he's bundled in a sweater paired with his all year round gym shorts. Another scene features a Grandma and Grandpa slow dancing with a custom blanket around them. The blanket is printed with a huge photo of their grandkids with their arms outstretched, giving the illusion that they are embracing their grandparents as the couple sways together.
The production was completed via Covid-safe measures - most notably including casting real family members who live under the same household in order to ensure safety and mitigate concern. The production was completed remotely, over video conference and chat software. The final product doesn’t feel at all as though it was created in the time of coronavirus - a strategic step in helping to bring lightness to the spots.
The multi-level campaign will be supported by tailored media extensions in various markets, highlighting insights from a custom research study on gift giving in the time of Covid. A focus on Secret Santa successes and failures will be featured in the U.K. and France via social content and high-profile partnerships depicting why thoughtful gifting is so important in these times. In the U.S. and Canada, the campaign will launch with in-show integrations in a popular daytime TV show.
“2020 has been a long year. By many accounts, it feels like the longest year ever." said Ricky Engelberg, CMO, Vistaprint. "The pandemic has had an impact on nearly every facet of our lives, and we know that the holidays won’t be immune to that. Through this campaign, we hope people will find that Vistaprint can help them bring moments of joy, laughter and thoughtfulness to the people they care about most this Holiday season. I think we could all use a bit more of that this year.”
Behavioural psychologists tapped by Vistaprint will share gift giving tips and tricks with followers on social, including primary research findings and what makes seemingly simple gifts extraordinary.
PR Agency Support includes: Small Girls PR (US and CA), The Romans (UK), Exposure (FR). Media channels will span broadcast, radio, digital, and social.