![]() Save the Children executive director of marketing, fundraising and communications, Tanya Steele, commented: “We are delighted to be a part of this year’s Christmas campaign for Sainsbury’s and so grateful for the spotlight that it places on the issue of child literacy in the UK.”Īnn-Janine Murtagh, executive publisher, HarperCollins Children’s Books and founding member of the Read On. The campaign is designed not only to entertain children and families but to raise funds to children’s literacy with Save the Children through sales of the book and a specially created Mog soft toy. Sainsbury’s approached Kerr, who makes a cameo in the ad, and her publisher’s with the idea of developing the concept and story together, with Kerr writing and illustrating a new Mog book, to be sold exclusively in Sainsbury’s. See the full set here.Cause for celebration … an illustration from Mog’s Christmas Calamity by Judith Kerr. TNT ‘Push for drama’ and ‘Skittles’ above. The idea – guess the ad through emoji stories and apply for a job. Digital agency, Lost Boys has created this set of recruitment ads. Lost Boys Paris: Guess the ad, get the job However, I do feel that the product lineup is yet to get a ‘wow’ addition which will make the #madeofgreat claim even more credible, but I guess it is a matter of time. ![]() While Tata Motors’ #MadeForGreat may not have that ‘fill in the blanks’ ring to it, I liked it because it succinctly conveys the campaign idea, is relatable to the brand ambassador Lionel Messi and quite flexible – Twitter users can use it in other contexts too (and am sure they will). While writing about Twitter campaigns and hashtags, I had said that an element of ‘open ended-ness’ works: the open ended nature of the #ProgressIs hashtag (for Audi) was inviting, inclusive – it evoked an imaginative response or at least urged you to fill in the blanks. The proposition ‘Live in sweet spot’ linking it to the 360-degree sound maybe a tad stretched (as is the film length) but a compelling spot, nevertheless. I am sure the story and the central theme of ‘sharing’, will strike a chord among UK parents for whom the Judith Kerr stories will be familiar. The profits from the sale of the book (and a soft toy) will go to Save The Children. ![]() Sainsbury’s have now partnered with the author, Judith Kerr to create ‘Mog’s Christmas Calamity’ as a printed book and a TVC. The book series came to an end in 2002 with ‘Goodbye Mog’. Mog the cat has been a firm favourite on children’s bookshelves since 1970, when author and illustrator Judith Kerr published Mog the Forgetful Cat, the first of 16 books based on Kerr’s family and their egg-loving cat. This year, Sainsbury’s has revived ‘Mog the Cat’ through a TVC and a printed book. It is not just the TV commercial which is great but the integrated approach. When it comes to Christmas adverts, it is getting difficult to decide which of the major UK retailers’ work is better – there’s great work all around. ![]() Here are my picks for the week ending 13th November 2015. As with advertising in real life, only a handful are memorable. Between bookmarked sites, Twitter and RSS feeds which showcase advertising, I come across many new creative ideas every week.
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