The Cooperative Christmas Countdown
The Co-operative, a UK retail chain, launched a six week build up to Christmas with a series of TV adverts featuring the voice of Australian singer Gabriella Cilmi. Three 30 second commercials with a Christmas narrative show preparation for Christmas: Lights, Christmas Tree and Nativity. Fifteen second commercials introduce Christmas-related specials.
Each of the 30 second commercials begins with the number of weeks to Christmas, followed by shots of festivity and supermarket shopping. The Christmas Cooperative site features tips for each week, including writing a list, attending the switching on of Christmas lights, starting shopping early, making Christmas cards, and helping with the local school Christmas nativity play.
The Cooperative Lights ad was developed at TBWA Manchester by creatives Jennie Birchall and Kyna Griffiths, and agency producer Lou Vasey.
Filming was shot by director Luke Scott via RSA Films.
Post production was done at Golden Square, London, by Flame artist Tim Rudgard, 3D artists Mike Little and Anelia Asparuhova, and post producer Dan Love.
Golden Square had the task of transforming shots filmed in the Canadian summer into a sleepy English town in the middle of a snowy winter. 2D work included manipulation of Christmas lights, adding in store fronts and compositing the interior shots which had been filmed in England. The feeling of winter was enhanced by adding rosy cheeks and adding textures to make the actors’ breath visible. 3D work included lowering the height of buildings, adding roofs and 3D snow flurries.
Music is the Connie Francis track, “Warm This Winter”, covered by Australian singer Gabriella Cilmi.