Sainsbury’s Mog’s Christmas Calamity
Sainsbury’s, the UK shopping chain, is running “Mog’s Christmas Calamity”, an integrated advertising campaign bringing to life the work of children’s book author Judith Kerr. At the heart of the campaign is a 3 minute 30 seconds television commercial in which an animated cat deals with a sequence of disastrous events in the home. In the midst of the chaos, however, Mog succeeds in contacting the fire station which kick-starts the rescue mission to save Christmas Day. In the aftermath of the smoke filled calamity and following a visit from the fire chief and his brigade, the Thomas family turn to see all their neighbours standing in the doorway, armed with mops and brooms for the clean-up, as well as delicious festive food, drinks and decorations. Everyone comes together to celebrate the Christmas festivities – after all, Christmas is for sharing.
Mom’s Christmas Calamity is the latest book in Judith Kerr’s work for Harper Collins Children. The book is on sale at Sainsbury’s stores and online for £3, alongside a specially created Mog soft toy for £10. Judith Kerr, HarperCollins and Sainsbury’s will donate all their profits from the sale of this book to Save the Children to improve child literacy in the UK. At least £2 from this sale will go to Save the Children. Judith appears in a cameo in the commercial.
Sainsbury’s Mog’s Christmas Calamity campaign was developed at AMV BBDO by executive creative director/art director Adrian Rossi, creative director/copywriter Alex Grieve, creative director Michael Durban and Tony Strong, agency producers Rebecca Scarf and Nikki Holbrow, planners Cat Wiles and Sophie Caron, account management team Gemma Findlay, James Campbell and Lucy Cole.
Media was handled at PHD by planners Becca Bunbury, Chris Magniac and Liam Doyle.
Sound and music were produced at Factory by sound engineers Anthony Moore and Neil Johnson, and composer Rachel Portman.
Post production and visual effects were produced at Framestore by VFX supervisors Ben Cronin and Grant Walker, CG supervisor Ahmed Gharraph, senior producer Heather Kinal and colourist Simon Bourne.