Gift the Extraordinary
TVC, Cinema, Digital & Social Campaign
Finally, something to celebrate.
With Christmas essentially cancelled at the end of our last pandemic year, this time around we knew everyone would be ready to unreservedly celebrate the joy of Christmas — spending time and sharing gifts with loved ones. Last year, notonthehighstreet brought us closer with personal gifts in lieu of love and hugs. In 2021, we wanted to make sure that this Christmas was extra personal and extra special. Celebrating everything that makes the loved ones in our lives so extraordinary — by finding them a gift that shows we know them better than anyone else. And notonthehighstreet is the place to get the perfectly-picked present for everyone on your list.
Our campaign platform, ‘Gift the Extraordinary’, captured these moments of gift-giving joy in super slow motion, savouring the elated expressions on people’s faces when they’re given a gift that’s simply perfect for them. Coupled with the classic, uplifting melody of ‘Joy to the World’, this is one of notonthehighstreet’s happiest and most joyful campaigns yet.
Our platform, ‘Gift the Extraordinary’ was crafted to celebrate the joy of gift-giving and to bring focus onto notonthehighstreet’s long-standing appeal as an emporium of hand-crafted and hand-selected gifts. Modular scenarios allowed us to target specific customers and gift types — with an ensemble narrative for broad audiences, and more targeted, singular narratives for digital and social platforms.
We crafted a 60” launch campaign, followed by 2 x 30” cutdowns and a full matrix of shorter versions to target audiences on digital and social.
The campaign also shaped notonthehighstreet’s on-site, OOH, CRM and PR campaigns.
“We know how much Christmas and connecting with friends and family means to our customers … that’s why we created an uplifting, joyful campaign which truly celebrates the individuality of each and every one we love.”
— Lorna Brown, Brand & Creative Director, notonthehighstreet
John Turner from Dark Energy directed the spots, bringing a masterful level of warmth, joy, humour and heart to our strategic and creative concepts.