Behind the scenes: Very.co.uk previews Christmas ad with London projections

Online department store Very.co.uk unveiled its Christmas ad campaign earlier this week with projections on iconic London buildings and by targeting consumers on the streets.

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Agency HSE Cake led experiential, social media and PR activity, premiering the advert with an event for the general public, media, influencers and customers alike. This involved transforming the façade of London’s County Hall into a 60-foot wide projection of the animated advert, complete with a countdown moment initiated by TV presenter and Strictly Come Dancing contestant Laura Whitmore. The Coca-Cola London Eye was also in on the action, turning a pink hue in line with Very’s brand colours to mark the occasion.

Earlier in the day HSE Cake managed a 100-strong army of gift givers who took to the streets of London to delight passers-by with surprise presents, including popular high-tech gadgets, designer perfumes, jewellery and luxury cosmetics.

Each box contained two gifts, one for them to keep and one to give to a loved one – linking with Very’s festive campaign messaging to ‘Get more out of giving. Get more out of every day’. At 9pm Laura Whitmore, a parade of 100 gift-givers holding over 500 illuminated heartshaped balloons and glowing gift boxes joined hundreds of passer-by to line London’s Westminster Bridge and watch the large scale screening.

Set to a bespoke composed score, the ad, created by agency St Luke's, follows the story of a big-hearted woman as she makes her Christmas journey home from work. The ad closes with the woman finally home with her family and being woken up with a present from her little girl, where she sees that her daughter has the same love of giving as her. 

Kenyatte Nelson, group marketing director at Very.co.uk parent company Shop Direct said: "This year, we wanted to focus on the feeling of giving, whether it’s spending time with loved ones, creating and
sharing memories together or by carefully selecting the perfect gift to give to someone
special. It is this emotion and unique feeling that we shine a spotlight on throughout our Christmas
advertising campaign this year. With so many customers looking forward to experiencing the retailer's Christmas advert offering, we decided to put customers at the heart of our campaign, by premiering the advert to them directly, first."

Jodie Butt, head of PR at HSE Cake added: "The focus of Very’s Christmas campaign this year is a celebration of the joy we all experience when we give the perfect gift. With retailers raising the bar year on year with their Christmas campaigns we wanted to go one step further and really invite consumers to be part of the experience. So in a break from tradition, we gave consumers a ‘first-look’ at the advert through a large-scale screening in an iconic London setting. By bringing consumers into the experience we really hope they can embrace the sentiment of the advert to ‘get more out of giving."

Earlier this year, Very.co.uk and LG teamed up to come to the rescue of fashionistas in peril during London Fashion Week, with an emergency garment care and replacement service.

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