Summer, “it’s the most wonderful time of the year” says Leo Burnett’s seasonal film for The Co-operative Food, launching on 26th June.
Focusing on those timely get-togethers between friends and families, Andy Williams’ unexpected lyrics describe and celebrate Christmas happenings, whilst the moving image teases with scenes of Christmas-like merriment and feasting played out in summer.
The film, titled ‘Wonderful’, concludes with the reassurance that ‘We’ve everything you need for the most wonderful time of the year. We’re here for you this summer. The Co-operative’.
This longer length film will be supported with twelve 10” product and price spots, which also use Andy Williams' Christmas classic. These shorter ads demonstrate and further substantiate that The Co-operative can be depended upon to have the right product at a fair price this summer.
The lead film was directed by Joshua Neale at Smuggler and the supporting spots by Richard Tindall at Tantrum.
Credits:
Project name: The Co-operative Food Summer Campaign
Client: Helen Nunn, Head of Marketing, The Co-operative Food
Brief: Acknowledge the change in customer behaviour over the summer period and showcase the role The Co-operative Food can play.
Creative agency: Leo Burnett
Executive Creative Director: Justin Tindall
Creative Director: Hugh Todd
Copywriter: Graham Lakeland / Richard Robinson
Art director: Richard Robinson / Graham Lakeland
Planner: Max Keane
Media agency: Rocket
Media planner: Ben Harrison
Production company: Smuggler
Director: Joshua Neale
Director of Photography: Martin Hill
Editor: Tim Hardy @ Stitch
Post-production: MPC
Audio post-production: 750MPH