THE MOST PRECIOUS GIFT

Short List
ClientOTTO (GMBH & CO KG)
Category G06. Video / Moving Images
TitleTHE MOST PRECIOUS GIFT
Product/Service-
Entrant HEIMAT Berlin, GERMANY
Idea Creation HEIMAT Berlin, GERMANY
Production OPTIX Berlin, GERMANY
Additional Company OTTO Hamburg, GERMANY
Credits
Name Company Position
Guido Heffels HEIMAt, Berlin Chief Creative Officer
Ricardo Distefano HEIMAT, Berlin Managing Creative Director
Sabina Hesse HEIMAT, Berlin Creative Director
Meike Kornrumpf HEIMAT, Berlin Agency Producer
Falk Prahl, Steffi Beck Optix, Berlin Executive Producer
Marc Craste Studio AKA, London Director
Nic Gill Studio AKA, London Editor
„Time after Time“ written by Cyndi Lauper & Hyman Tracks & Fields Music
LOFT, Berlin Sound Studio
David Arnold LOFT, Berlin Sound Design
Nikki Kefford-White Studio AKA, London Producer

The Campaign

Our idea was to make the commercial a gift on its own. An artistic film, which stands out not only by the way it’s done, but also by its powerful moral. The insight: Instead of stuff give the most precious thing you have: time.

Creative Execution

OTTO launched a unique animated shortfilm with a strong message. A film, that does not bother people with selling products, but instead, delivers a relevant insight during the most stressful time of the year: Give the most precious thing you have. Time. The core was the digital platform #ZeitGeschenke. Here we create a tool that gives people concrete inspiration, how and where they can give time.

Indication of how successful the outcome was in the market

- in total more then 7.7 mio views online o 2.9 mio views on youtube (800k views more then the christmas campaign before) o more then 4.8 mio views, 23.7k interactions, 9k shares and 1.3k comments on facebook - trending of „first choice“ constantly positiv, good advertising memory (source: GfK) - 3rd place by the most creative christmas campaigns in Germany (source: trade press „horizont“) - awarded by Awwwards "The Best 365 Websites Around The World" in 2016

At Christmas OTTO wants to bring across a beautiful, yet relevant messages. This year’s message is a simple yet powerful one everyone can relate to: What really counts at Christmas is the time we spend with the ones we love. The target audience: Adults 25-55 years, OTTO customers (customer loyalty) & OTTO connoisseurs (acquisition of new customers).