Part two of our rundown of Lion-winning Christmas campaigns.
Folklore, data, catchy tunes and craft skills are all on display in this pick of Christmas Silver Lion Winners. Discover how data was used to avoid awkward unwanted gift moments, or a beer brand created the world’s longest Christmas song and join us on a tour through a selection of Christmas-themed Silver Lion winners from the past decade...
Like in our pick of Christmas Bronze Lions, it’s not unusual for a Silver Lion campaign to pick up awards in multiple categories. Often these Silvers are marked out by an improved execution, or a better integration of technology compared to the Bronzes, and so it’s always worth checking out the Silver winners if you’re on the hunt for some interesting and original ideas.
Hints by AMVBBDO
We’ve all received well-intentioned but rubbish gifts for Christmas in this past. But this data-fuelled personalised campaign from the electrical retailer Dixons attempted to change all that by helping people get what they really wanted. Thanks to the agility of digital media and consumer data, you could now chase your loved ones around London with subtle hints left in high profile media sites about that perfect coffee machine.
Yes, Virginia by J. Walter Thompson New York
Christmas is big business for department stores, so it makes sense they feature heavily on these lists of Christmas ads. Here Macy’s tap into a piece of New York Christmas folklore about a young girl’s letter to a local newspaper about Santa Claus. This isn’t your typical 30 second spot – ‘Yes Virginia’ was a 30-minute animated film sold to CBS for part of the prime time Christmas broadcast schedule. This also picked up a Silver Film Craft Lion and a Bronze Titanium and Integrated Lion.
Longer Merry Christmas by J. Walter Thompson Puerto Rico
You might not have heard of José Feliciano, but you’ve probably heard his famous Christmas song ‘Feliz Navidad’. One of the reasons the song is so catchy is due to its simplicity – it’s basically one verse repeated for three minutes, and they can’t get enough of it in Puerto Rico. To help transform the world’s shortest Christmas song into the longest, Heineken invited fans to submit their own extra lyrics and enlisted the help of Feliciano himself. This set a new Guinness World Record and also scored a Silver Radio Lion and a Bronze Media Lion.
Xmas Delights by Lola Mullen Lowe
If traditional Christmas songs aren’t your thing, then Kiss FM in Spain offered a festival spin on the latest dance and EDM hits. These special Christmas lights reproduced a live stream of Kiss FM, in the fashion of regular Christmas decorations. Nothing says Christmas more than sitting down to lunch with all your family, listening to 'Timber' by Pitbull.
Bear & Hare by adam&eveDDB
Another department store campaign here, and the second time John Lewis have appeared in this series (See the Bronzes here). Even if you’re familiar with the finished film, this behind-the-scenes footage of its production is equally magical. The production company Blinkink enlisted the help of retired 2-D animators from the Walt Disney studios and combined their skills with the latest animation techniques. This work picked up a Silver Film Lion and a Bronze Titanium and Intergrated. It was also shortlisted for a second Film Craft Lion in Art Direction.