British department store House of Fraser UK is challenging traditional notions of Christmas with a music video-style ad for a campaign that will debut on Instagram.
The campaign, called “Your Christmas Your Rules”, is full of hip-hop dance routines put together by Justin Bieber's Sorry choreographer, and an array of alternative fashion. The mixture of punk, plaid, pastel and over the top eye-liner was designed to stand out against the usual Christmas campaigns and act as an “antidote to the festive fuzzy,” said the retailer.
The concept is that everyone has their own traditions and quirks around Christmas and there are no rules surrounding how you celebrate the holiday.
Anna Carpen, creative director at 18 Feet & Rising, the agency that created the campaign, added the campaign is not to be taken as anti-festive, simply something to cut through the usual jingle bells.
Premiering today on Instagram, the 100-second video will then launch on TV on 18th November. The campaign will be featured across multiple channels including in-store, social and online marketing.
Carpen said: 'Challenging the norm is exactly what we’ve tried to capture in this year’s multi-channel campaign and we hope it will encourage people to think far more openly and creatively this festive season. I think it’s a campaign like no other.’
It is definitely unlike any other campaign released in Australia this year.
