It’s snowing Quality Street wrappers. J. Walter Thompson wisely kept the idea as simple as possible – brightly coloured Quality Street wrapper ‘snowflakes’ falling in slo-mo…
…45,000 real Quality Street wrappers.
The ad establishes Quality Street as a “First sign of Christmas”. The ad reminds people that tins of Quality Street are part of the Christmas tradition for many families.
David Masterman, creative director at J. Walter Thompson, commented, “The proper start of Christmas is when the Quality Street tub appears. It’s as magical as the first snowflake. So we made Quality Street a wonderful place where it snows wrappers.”
The audiences in selected cinema screenings will also be given a magical 4D experience with real wrappers fluttering down on them as the commercial is played.
This will be filmed and shared on the campaign’s Facebook page. And an interactive projection and installation will turn Covent Garden into a Quality Street-inspired Christmas wonderland for a day.
The 60 second film went to air on November 23. A 30 second cut-down TVC is to be added to the TV campaign which will run until December 30. The campaign is also viewable on Quality Street’s YouTube channel.
For the shoot, Nestle changed the production line at its factory for a few hours so it could send 45,000 flat empty cellophane wrappers to the set without wasting any chocolate. Three runners were then given the job of scrunching up the wrappers and flattening them out again to make sure they caught the light properly. 300,000 more wrappers were added in post-production.
Watch the behind the scenes film:
An interactive OOH “Snowing Wrapper” projection installation will be presented in Covent Garden on December 3 din conjunction with Anthem, Project Artwork and ZenithOptimedia.
The social media campaign will use Facebook’s anthology platform. A sequence of four posts will tell the Quality Street story – one 20 second cut down of the main TVC introducing viewers to Quality Street, establishing where all the magic happens, and another will introduce viewers to the residents – with amusing insights of what life is like. The other two films will vary according to the audience.
Credits for The First Sign of Christmas
Creative agency: J. Walter Thompson London
Executive creative director: Russell Ramsey
Creative directors: Dave Masterman & Barry Christie
Creatives: Andy Smith & Ryan Lawson
TV producer: James Lethem
Planners (creative agency): Richard Cottingham & Kevin Mercer
Business directors: Brooke Curtis & Gillian Milner
Senior account director: Paola Natellis
Account managers: Lillian Mak & Alastair Ferrans
Project managers: Charlotte McCluskey & Halide Dale
Media agency: ZenithOptimedia
Media planner: Alice-Lee Havill
Production Company: Bare Films
Director: Joanna Bailey
Editor: Sam Sneade @ Speade editors.
Sound: Sam Robson @ 750MPH
Post production: Pete Young @ Jam
