British store chain Sainsbury’s worked with RSA Films to produce “Christmas In a Day”, a 48 minute film and series of trailers documenting Christmas as experienced on December 25, 2012. Inspired by YouTube’s Life In A Day project, the Christmas in a Day brings together highlights from 360 hours of festive footage sent in from across the UK. Film director Kevin MacDonald, who also helmed the YouTube project, presented the finished film at a BAFTA premiere in London, with the filmmakers invited to be present.
The trailer features children putting out snacks for Santa and carrots for his reindeer on Christmas Eve, going to sleep and gasping when they find presents in the morning.
Mark Given, Head of Brand Communications, Sainsbury’s commented: “For Sainsbury’s, this started out as an experiment that we hoped would reveal something interesting about the way we celebrate Christmas in Britain. When we saw the film, we realised it had far exceeded our expectations – we believe this film is something very special indeed and I am proud that Sainsbury’s has been involved in this project from the outset. By having the film as our lead Christmas activity, I hope we’ll encourage millions of people across the UK to watch the story of Britain’s CHRISTMAS IN A DAY.”
Film director Kevin Macdonald added: “When we made LIFE IN A DAY we asked people around the globe to record their lives on a single ordinary day. When we were cutting that film we talked about what it might be like if we chose a day that already had significance to people. The result is Christmas in a Day. Christmas is the one time in the whole year when ordinary British life is suspended. We have time to contemplate life and be with those we love.
A series of four television commercials, 45 and 60 seconds, tease the campaign with themes of dancing, Christmas trees, homecoming and children’s experiences. A 3.30 minute advert brings the four together in one.
The 48 minute Christmas in A Day film was launched on November 28.
The Christmas in a Day campaign was developed at AMV BBDO, London, by creative directors/copywriters Phil Martin and Mike Hannett, art director Colin Jones, planners Craig Mawdsley, Sophie Lewis and Cat Wiles, account manager Gemma Findlay, agency producer Suzy MacGregor, working with Sainsburys head of brand communications Mark Given and campaign manager Julia Foye.
Media was handled at PHD by planner Charlotte Wells.
Post production was done at The Lab.
Audio post production was done at Wave Studios.