The One Show
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Category
Television & VOD / Long Form - Single
Annual ID
OS_FI20_062M
About the Work
John Lewis & Partners and Waitrose & Partners joined forces at Christmas to encourage customers to show how much they care by buying thoughtful gifts and the most delicious food. Excitable Edgar is the story of a dragon who loves Christmas so much that whenever he sees something Christmassy, he gets excited and accidently breathes fire. He melts the village snowman, ice rink and sets fire to the village Christmas tree. Finally, his friend gives him the perfect gift so he can join in the festivities – a Christmas pudding, which he presents to the village. The campaign was activated across every channel, from traditional advertising media, through to DOOH, social and an immersive in store experience that allowed customers to visit Edgar and take a selfie. Online, users were given the opportunity to download an Edgar emoji, or channel their inner Edgar on Snapchat. Christmas is the most important time of the year for British retail, with shops accruing around 40% of their annual revenue during this period. Retailers invest heavily in advertising during this period and as a result, the Christmas season has become Britain’s version of ‘Super Bowl’ advertising, with fierce competition for the number one spot.
2020 Awards
Total Points: 2
Merit
Credits
Agency
adam&eveDDB / London
Production Company
Blink Productions / London
Music / Sound Production Company
Factory / London
Leland Music / London
Post Production Company
Untold Studios / London
MPC / London
Final Cut / London
Media Distribution Company
Manning Gottlieb OMD / London
Chief Creative Officer
Richard Brim
Creative Director
Matt Gay
Director
Dougal Wilson
Director of Photography
Joost van Gelder
Editor
Joe Guest
Executive Creative Director
Neil Davies
Sound Designer
Anthony Moore
Creative Team
Diarmid Harrison- Murray
Jean Clement Soret
Account Team
Tammy Einav
Paul Billingsley
Simon Lloyd
Martin Beverley
Sam Brown
Skye Stoppani
Alice Lowden
Rob Jones
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