Human humour lights up Warehouse’s Christmas campaign. The work by TBWA\New Zealand places The Warehouse in real Christmas traditions, rituals and realities Kiwis know so well. It builds on the success of the This is Warehouse Country brand platform launched in August, which underlined thatThe Warehouse has been part of New Zealand life for generations of New Zealanders.

The Warehouse has also been part of Christmas for generations of Kiwis.

The campaign’s four executions feature relatable festive vignettes, inspired by recognisable moments many Kiwis will see in themselves, their whānau or their neighbours. These include the frantic pre-Christmas collection of gifts and essentials, the joy and chaos of the unwrapping of presents, the last minute present run and the rare festive moment when the host finally gets to put their feet up and just enjoy. Each moment is brought to life with a sense of familiarity, warmth and a dose of Kiwi truth reflecting the reality of Christmas not an idealised version of it. 

Frankie Coutler, chief marketing officer, “There’s nothing quite like a Kiwi Christmas, and what we love about this campaign is that it captures real moments that friends and whānau will relate to. The moments themselves aren’t particularly remarkable and that’s exactly the point. They’re flashes of nostalgia that we all see play out in Kiwi homes during Christmas – and The Warehouse has helped make them possible for more than 40 years. The Warehouse has never missed a Christmas.”

TBWA\New Zealand chief creative officer, Shane Bradnick, added, “One of the things we love about This is Warehouse Country, is that it isn’t a campaign about stories, it’s a platform about life in New Zealand. When we looked at Christmas, we realised the same truth applied. Every family has their own version of Christmas with their own rituals, but there are some moments that feel universal. The panic. The excitement. The preparation. And for some, relief when it’s all over.”

Where the campaign began:

Credits: 

Client: The Warehouse Group
Chief Marketing Officer: Frankie Coulter
General Manager, Marketing: Rachel Hitchcock
General Manager, Media Management: Mish Cockcroft
Senior Marketing Manager: Laura Lloyd

Creative Agency: TBWA\New Zealand
Chief Executive Officer: Catherine Harris
Chief Creative Officer: Shane Bradnick
Creative Directors: Ashley Wilding & Daniel Davidson
Senior Art Director: Darran Wong Kam
Head of Strategy: Joseph Judd
Managing Partner: Kate Heatley
Senior Business Manager: Vinny Canning
Senior Producer: Tabitha Parke-Gailey
Design Director: Gabrielle Teasdell
Studio Manager: Mark Paisey

Production Company: Good Oil
Director: David Robinson-Smith
DOP: Crighton Bone
Executive Producer: Andrew Mclean

Casting: Catch Casting
Stills Photography: Troy Goodall @ Match Artists
Media Partner: Together