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Case study: Sainsbury's / 'Christmas is for sharing'

Sainsbury's and AMV BBDO

'Christmas is for sharing' 

Category: Creative Excellence


Last year’s Christmas campaign unlocked the insight that Christmas is not just about the gifts you give, it’s about who you share it with. This translated into a brilliantly simple idea for Christmas 2015: Christmas is for sharing.

What better and more symbolic demonstration of Christmas is for sharing than two opposing sides coming together to share the Christmas spirit. The creative idea was to work in partnership with The Royal British Legion, a long-term Sainsbury’s partnership, to dramatise the ultimate expression of sharing at Christmas. The moment when British and German soldiers laid down their arms and came together on neutral ground on Christmas Day 1914 to share greetings, treats, mementoes and even a game of football.

It was the most-viewed ad in the UK with 16.9m views. This unique campaign was enough to raise £7m for the charity and helped Sainsbury’s climb into second position in the grocery sector.

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