| Title | THE MOST PRECIOUS GIFT |
| Brand | OTTO (GMBH & CO KG) |
| Product/Service | - |
| Category |
G06. Video / Moving Images |
|
Entrant
|
HEIMAT Berlin, GERMANY
|
|
Idea Creation
|
HEIMAT Berlin, GERMANY
|
|
Production
|
OPTIX Berlin, GERMANY
|
|
Additional Company
|
OTTO Hamburg, GERMANY
|
Credits
| 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).