The theme for this year’s Christmas campaign is Together We’re Merrier. The concept was devised by communications agency Otherway and Fortnum & Mason’s customer experience director Zia Zareem-Slade.
Otherway has created a 72-page Christmas brochure for the brand and a series of posters presenting nine festive stories. Each story tells the tale of an unlikely pairing – from a wolf and a sheep to a butcher and a turkey – who have put aside their differences for the festive season. Stories are told through rhymes and illustrations and characters were drawn by Bret Ryder using sketches provided by Otherway.
The campaign was brought to life in 3D by a team of sculpture artists, who created large-scale models for window displays using fibre glass moulds based on Ryder’s atwork. A team of theatre make-up artists then hand-painted each model to match his illustrations.
Background displays were made for each window using thousands of bought and found objects. Windows also feature smaller scenes showing model mice enjoying festive moments.
A giant sun and moon hang from the shop’s atrium in an embrace and Fortnum’s will be highlighting unusual food and drink pairings in store throughout the Christmas period. The brand has also released some limited edition products inspired by the campaign, including a six-person cracker with jokes written by Stephen Fry.
Fortnum & Mason says the campaign aims to celebrate “the coming together of family, friends and foes” after a year in which Brexit and the US election has divided friends, family and generations. “[Christmas] is a time of togetherness and celebration and in the current climate, we felt this message was never more relevant,” says Zareem-Slade.