Coles has launched its joyful Christmas campaign for 2021, via DDB Australia.
CMO Lisa Ronson told AdNews customers are grateful for their support networks which have been heightened during COVID.
"What we wanted to show is the simplicity of getting together and having a laugh over food," says Ronson.
"Food is a really central part of entertaining on Christmas day and in the lead-up to Christmas day.”
Coles conducted its biggest pre-Christmas survey to understand what Australians value most this Christmas, how they are feeling right now and what they are looking forward to.
The majority are feeling more grateful for their family (85%) and friends (60%), according to almost 7500 Australians surveyed.
The integrated campaign, created by DDB Australia and shot by Stephen Carroll, features the classic Neil Diamond song, Beautiful Noise, reimagined by Australian artist Emily Soon.
The campaign will be running on TV, social media, online video, cinema and OOH.
The scenes show Australians who need a release and are excited to come together. Whether it’s finally reconnecting with mates, or dealing with a last-minute change in restrictions, in true Australian spirit they will make the most of this Christmas and find joy and laughter in whatever they do.
The ad highlights the work of amazing Australians supporting their communities, including healthcare workers and home delivery drivers helping millions of Australians now choosing to shop online.
Ronson says the ad also shows the work done by Coles' food rescue organisation Second Bite, "those teams coming together to provide for those who are really less fortunate".
DDB Australia managing director of strategy & growth Leif Stromnes says his team is proud to be part of telling the Australian Christmas story.
“This campaign encapsulates the emotional release we’ve been waiting for this year. There’s nothing like laughing with friends and family and reconnecting over food," says Stromnes.
"It felt right for Coles to be part of celebrating this moment with Australians."
While the TVC includes lockdown references such as gifting toilet paper, Ronson says: "There is a nod to covid there and the scenes are very carefully chosen".
Ronson says the Coles Christmas campaign for 2021 celebrates getting together: “It will be the first time that families will be getting together in a long time.”
Food takes centre stage in reconnecting - Coles' survey found that food is the main focus of Christmas day for 64% of respondents.
Special Christmas products, such as Coles' first Turducken, created with RSPCA-approved Hunter Valley turkey with a native Davidson Plum, five spice and pistachio stuffing, topped with a layer of Coles Assured Duck and wrapped in a partly-deboned, RSPCA-approved chicken, make entertaining easier.
"You don’t have to spend so much time in the kitchen," says Ronson.
Credits:
Coles:
CMO Lisa Ronson
General Manager – Brand, Digital & Design Samantha McLeod
General Manager – Media & Sponsorship Kate Bailey
Head of Brand, Content & Design Bianca Mundy
Head of Head of Grp Mkting Research & Insights Geoff Turner
Media Manager Sally Mann
Senior Marketing Manager Patrick Breen
Marketing Manager John Blaskett
Marketing Manager Tanya Beaumont
National Media and Communications Manager Martine Alpins
Production Company: Revolver
Director: Stephen Carroll
Producer: Alexandra Taussig
Cinematographer: Ross Giardina
Production Designer: Arabella Lockhart
Costume Stylist: Lou Spargo
Food Stylist: Jerrie-Joy
Post House: The Editors
Editor: Bernard Garry
Colourist: Fergus Rotherham
Online Artist: Soren Dyne
Producer: Grace Rouvray
Sound: Sonar Music
Sound Engineer: Timothy Bridge
Executive Producer: Sophie Haydon
Song: Beautiful Noise written by Neil Diamond and performed by Emily Soon
Music Supervision: Level Two Music
Publisher: Universal Music Publishing Group
Agency: DDB Group
Creative Lead Darren Spiller
Group ECD Psembi Kingstan
Tribal ECD David Jackson
Creative Director James Cowie
Snr Art Director Lisa Dupre
Snr Art Director Anne-Marie Kanes
Copywriter Dan Forrestal
Head of Integrated Content Renata Barbosa
Senior Producer Sam David Harris
Managing Partner Pippa O’Regan
Group Business Director Leah Williams
Business Manager Jake Tobias
Media Agency: OMD
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