Sainsbury’s has launched a Christmas campaign with a difference: a 50-minute long documentary by Oscar-winning director Kevin Macdonald, made up of footage sent in by the public…
While many brands have tried for a ‘real’ Christmas look in their ads (this year’s Tescos ad by Wieden + Kennedy is the most recent example), Sainsbury’s has opted for the genuine article, crowdsourcing people’s home movies from Christmastime to feature in a documentary, titled Christmas In A Day. The campaign is the brainchild of ad agency AMV BBDO in London, but is reminiscent of Macdonald’s 2011 film Life In A Day, a documentary that knitted together video clips from the public submitted to YouTube that were all recorded on the same day.
So far, Sainsbury’s has only released a trailer for the film, shown above, with the full documentary released on YouTube on November 29. Clips promoting the film will run on TV as Sainsbury’s’ Christmas campaign, as well as other ads promoting its food products. It is an interesting development for the brand, and its deliberately non-commercial feel will no doubt make the campaign stand out among the more glitzy Christmas advertising offerings. And if the trailer is anything to go by, the full film will no doubt deliver a number of emotional scenes, alongside the more comedic moments.
Agency: AMV BBDO
Creative directors: Tony Strong, Michael Durban
Creatives: Phil Martin, Mike Hannett, Colin Jones
Production company: RSA Films, Scott Free Films
Director: Kevin Macdonald