Very has released its new Christmas campaign, Let’s Make It Sparkle.
Created by The Gate, the animation is based around the ecommerce group’s Liverpool home and aims to bring to life Very’s revitalised brand strategy: ‘there’s good, and there’s Very good.’
This has seen the brand and its customers envisaged as vibrant, pink flamingos – Kerry, Terry and Cherry. The animation and characters were designed and produced by Nexus studios.
“We know Very customers are as imaginative and enthusiastic about everyday moments as they are about Christmas, and we want to celebrate and enable that sense of joy and fun all year round as part of our commitment to our purpose; helping families get more out of life,” explained Jessica Myers, Chief Marketing Officer at Very.
“‘Let’s Make It Sparkle’ brings that spirit to life brilliantly, and we’re so excited for the opportunities this new creative platform will open up in 2024 and beyond.”
Very stated that audience research showed its customers as sharing “a particular approach to life. Despite external pressures and uncertainties, they want to make life as good as it can be – using ingenuity, individuality and creativity to make life bigger and brighter for themselves and their families. They are unapologetically loud and proud about living life to the full.”
It partnered with System1 Group to test the creative in line with the marketing and brand consultancy’s key “principles of fame, feeling and fluency.”
The London agency’s research showed that it “delivered above industry benchmarks, resonated powerfully and created an emotional connection with Very’s family-focused target audience, delivering strong brand recognition.”
“It’s been brilliant to see the platform and script we pitched with brought to life over the past few months, and to finally introduce our feathery friends to the world. We’re excited to see the magic unfold,” said Lucas Peon, Chief Creative Officer at The Gate, which was appointed as Very’s lead creative partner in June 2023.
The campaign will run nationwide across TV, cinema, VOD, OOH, digital and social media.
It was directed by Paloma Baeza. Media planning and buying was handled by Dentsu.
