Following the successful launch of This is Warehouse Country, The Warehouse is set to bring the platform to life for the biggest retail moment of the year, declaring that Christmas in New Zealand is, unmistakenly, a Warehouse Christmas.
Rolling out nationwide from November with a total of four executions, the integrated campaign builds on the brand platform launched in August, shifting focus to the to the uniquely Kiwi rituals, traditions and realities that define Christmas up and down Aotearoa.
At the heart of the campaign is a simple truth: for generations of New Zealanders, The Warehouse has been part of Christmas. From the largest selection of toys to last minute dashes for forgotten gifts, from mountains of wrapping paper on Christmas morning and loading up the car with everything needed for the big day, The Warehouse has quietly helped make Christmas happen for Kiwi families year after year.
This is brought to life through a series of relatable festive vignettes, inspired by recognisable moments many Kiwis will see in themselves, their whānau or their neighbours.
Featured moments include the frantic pre-Christmas collection of gifts and essentials, the joy and chaos of the unwrapping of presents, the last minute present run and the rare festive moment when the host finally gets to put their feet up and just enjoy. These moments are brought to life with a sense of familiarity, warmth and a dose of Kiwi truth reflecting the reality of Christmas not an idealised version of it.
Frankie Coutler, chief marketing officer, The Warehouse Group, said Christmas presented the perfect opportunity to continue building the platform.
“There’s nothing quite like a Kiwi Christmas, and what we love about this campaign is that it captures real moments that friends and whānau will relate to,” said Coutler.
“The moments themselves aren’t particularly remarkable and that’s exactly the point. They’re flashes of nostalgia that we all see play out in Kiwi homes during Christmas – and The Warehouse has helped make them possible for more than 40 years. The Warehouse has never missed a Christmas.”
For TBWA\New Zealand the campaign demonstrates the strength and flexibility of the overarching platform.
Chief Creative Officer, Shane Bradnick said, the creative team wanted to show that Christmas is another chapter in the ongoing story of Warehouse Country.
“One of the things we love about This is Warehouse Country, is that it isn’t a campaign about stories, it’s a platform about life in New Zealand,” said Bradnick.
“When we looked at Christmas, we realised the same truth applied. Every family has their own version of Christmas with their own rituals, but there are some moments that feel universal. The panic. The excitement. The preparation. And for some, relief when it’s all over.”
The work continues the platform’s central proposition that The Warehouse has never missed a moment, extending it into the season where memories are made, traditions celebrated and communities come together, Through every Christmas moment, big or small, The Warehouse is there.
Because this is Warehouse Country. And at Christmas, it’s a Warehouse Christmas.
Credits:
Client Partner: The Warehouse Group Chief Marketing Officer – Frankie Coulter General Manager, Marketing – Rachel Hitchcock General Manager, Media Management – Mish Cockcroft Senior Marketing Manager – Laura Lloyd
Creative Agency: TBWA\New Zealand Chief Executive Officer – Catherine Harris Chief Creative Officer – Shane Bradnick Creative Director – Ashley Wilding Creative Director – Daniel Davidson Senior Art Director – Darran Wong Kam
Head of Strategy – Joseph Judd Managing Partner – Kate Heatley Senior Business Manager – Vinny Canning Senior Producer – Tabitha Parke-Gailey Design Director – Gabrielle Teasdell Studio Manager – Mark Paisey
Production Company: Good Oil Director – David Robinson-Smith
DOP – Crighton Bone Executive Producer – Andrew Mclean
Casting – Catch Casting
Stills Photography – Troy Goodall, Match Artists
Media Partner: Together Managing Partner – Rufus Chuter Managing Director – Penelope Brown Group Planning Director – Chrissy Rajala GM – Strategy – Josh Hogg
