New World and DDB Group Aotearoa are ringing in the holiday season with a melodic festive campaign, synonymous with what’s most important at Christmas time – fun, food and family.
Embracing the catchy carols that get us in the festive mood, DDB Group has given the iconic Christmas track ‘Carol of the bells’ a magical New World spin.
The campaign follows a family in their kitchen preparing their Christmas feast to a dynamic tune, helping showcase the range of quality food options New World provides, delivering a compelling value message and showcasing the free Spiegelau Glass promotion to add to the Christmas dining table.
Says Courtney Dow, creative director, DDB Aotearoa: “After a challenging year, we wanted to put a smile on Kiwi faces for Christmas. Remixing a catchy Christmas classic into a whimsical tune to encourage people to enjoy each other’s company around some good food.”
New World acknowledges that Christmas can be a notoriously expensive time and that its customers are under even more financial pressure than ever.
Says Sarah Austin, marketing manager, New World Retail and Shopper:“Among the challenges that often surround Christmas, there can also be added tension around wanting Christmas to feel special. This campaign is opportunity to address this tension, with New World helping to provide everything people need for a Christmas that is both special and affordable this year.
“This holiday season, we wanted to give shoppers the confidence to do their full Christmas shop at New World – knowing that people prefer to keep things simple and get everything they need at one place, while avoiding those unnecessary purchases.”
The campaign is live across TV, cinema, outdoor, digital/web, social media and radio.
Group General Manager Foodstuffs Marketing & CX: Dominic Quin
New World Head of Marketing & CX: Giselle Bleakley
New World Marketing Manager Retail and Shopper: Sarah Austin
Project Marketing Specialist: Katie Mooyman
eCommerce Marketing Manager: Marie Taylor
Agency: DDB Aotearoa
Gary Steele: Chief Creative Officer
Courtney Dow: Creative Director
Paul Kim (PK): Senior Art Director
Graeme Clarke: Senior Copy Writer
Natalie Pierpoint: Lead Business Partner
Lucy Paykel: Business Partner
Bidisha Datta: Senior Business Manager
Ollie Brown: Account Executive
Claire Colohan: Lead Integrated Producer
Production Company: Good Oil
Director: Stuart Bowen
Producer: Claire Richards
Executive Producer: Andrew McLean
Managing Director: George Mackenzie
DOP: Marty Williams
Stills Photographer: Malcolm Campbell
Editor: Dan Kircher
Colourist: Dave Gibson
Online: Stu Bedford
Music Licensing: Jonathan Mihaljevich, Franklin Road
Soundtrack/Arrangement/Music: Pete van der Fluit, Liquid.
Sound Design: Liquid
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