Woolies Ditches Celebs & Chefs For New Christmas Campaign From Leo Burnett

Woolies Ditches Celebs & Chefs For New Christmas Campaign From Leo Burnett
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Woolworths has revealed its 2015 Christmas campaign which includes six TV ads that feature real Australians enjoying Christmas at home.

The TV commercials are entitled Make it Famous and feature six Australian families serving up the Christmas dishes that have made them famous with their family and friends. The ads went to air on Sunday, 15 November.

The series of ads feature a real view of an Australian Christmas. Woolworths will begin with the Make it Famous campaign focusing on the sense of community at Christmas time and follow up with ads featuring Jamie Oliver.

Woolworths director of marketing, supermarkets, Andrew Hicks, said, “Christmas for Australians is about joining together and sharing the love of great food. Every family has a tradition and is famous for something, whether it’s your glazed ham, BBQ prawns or taking a nap after lunch. This year we spent time with families and friends famous for making Christmas special in their own way.

“Our families aren’t actors, they’re real people with real dishes and some really interesting and endearing Christmas stories, rich in family values and tradition. Nothing was scripted.  We captured them in their homes as they all made their very own famous recipes,” he added.

The six households were discovered via a street search and those with famous dishes and stories to share were chosen to star in the ads.

As part of the campaign Woolworths will post the family’s individual recipes and ingredients on www.woolworths.com.au/Christmas, alongside Jamie Oliver’s classic dishes.

The national 60” television commercial went live on 15 November and the 30” will be live from 22November for six weeks. National cinema spots will run from 19 November.

 

Credits:

Executive Creative Director – Vince Lagana

Executive Creative Director – Grant McAloon

Head of Retail – Mel du Toit

Creative Director – Joe Van Trump

Creative Director – Scott Hignett

Senior Broadcast Producer – Tim Pietranski

Group Business Director – Suzie Baker

Business Manager – Emma Gilbert

 

Production Company -The Sweet Shop

Director – Ed St Giles

Producer – Peter Kearney

Executive Producer – Edward Pontifex

Managing Director – Wilf Sweetland

DOP – Hugh Miller

Production Designer – Igor Nay

Editor & Company – Seth Lockwood, Method Studios, Sydney

Post Production – Method Studios, Sydney

Music – Universal Music Australia

Composer – Thomas Coster Jr / Joy to The World

Sound Mix – Song Zu, Sydney

Client: Nick Chapman, General Manager, Marketing Communication and Brand – Woolworths

Creatives: Joe Van Trump and Scott Hignett – Leo Burnett

Executive Creative Director: Mel Du Toit, Grant McAloon, Vince Lagana – Leo Burnett

Director: Ed St Giles – Sweet Shop

Producer: Peter Kearney – Sweet Shop

PR agency: One Green Bean

Media agency: Carat

 

For more information, contact One Green Bean on (02) 8020 1800

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