Give us an overview of the campaign. What is it about and what was your role in the creation?
This campaign is a continuation of an already successful campaign platform, “See Yourself Saving”, though for the more timely, and insight-filled holidays. This campaign is designed to celebrate the multiplicity of individual characters we can expect to find at a holiday party. Chances are, sometime in your life you have received a gift from the unsubtle, proud secret Santa, over served by the host, or the most obvious of hints from a spouse, friend or partner. As the Executive Creative Director, my job was to inspire in the team a desire to maximize the humorous and relatable performances in these characters, and to find opportunities for this storytelling to engage audiences across a variety of traditional and non-traditional channels in ways bespoke to the respective formats in those channels.
Was the brief for this holiday campaign any different that than the usual? What challenges did that present?
We were asked to be true to the spirit and theme of the holidays, in a way that appropriated the somewhat quirky, and fun tone of the brand, and allowed us room to differentiate from other retailers at this time. The challenges for our brand is that we do not spend nearly the amount the largest brands do at this time of year and this necessitated better executed, and smarter creative deployed more effectively to increase reach over better funded rivals.
What inspired you to approach the campaign this way?
There is a rich tradition of holiday movies over the last 40 years from National Lampoons to Elf more recently, that have become cherished classics because of their insightfulness and their good natured humor. We wanted to pay homage to these films in our own way with our own characters—a snapshot of the kinds of consumers who already love the Giant Tiger brand.
What’s a “behind the scenes” story that only you know about?
Sorry to say, but no tales unseen.
Are there any holiday ad tropes that you think should be retired by now?
No. I have young kids and everything about this season makes it the best time of year in many respects, and that has to do with all the ceremonies, artifacts, and tropes that add up to make it what it is.
What is your favorite holiday campaign of all time?
John Lewis “Hare and the Bear”
What can we expect from your agency in 2020?
We will continue to be building this brand with our client partners with a brand refresh, new store concepts and a re-imagined digital, ecomm platform. We are unified experience agency, and we are determined to make the best experience for Giant Tiger’s customers in all ways with which they can engage with the brand.
What do you think the advertising industry's New Year’s resolution should be?
To only make the kind of work that our audiences will forgive us for interrupting them with.