family creates '12 mums of Christmas' campaign for Overgate
Dundee's Overgate shopping centre is targeting busy mums over the festive period with its Christmas campaign created by family.
The work is based on the premise that the shopping centre "understands people's needs at Christmas - primarily mums who take on many different roles over the busy festive season."
It will feature on TV, 48 and six sheet posters, radio, press, social media and point of sale.
Kylie Wilson, marketing manager of Overgate, said: “Using a variety of media channels allows us to communicate at every level – from the broad reach of TV, right down to the more intimate tweets from ‘Overgate Mum’. I’m delighted with family’s fully integrated approach.”
Jennifer Wood, art director at family, added: “We wanted to create a stylish campaign that was empathetic to the plight of many mums at Christmas and made a real connection with them.”
Photography for the campaign was taken by Euan Myles from The Miss Jones Agency while TV production was handled by MTP. (Model: Laura at The Look)
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So by showing a stereotypical 50's american housewife you're connecting with today's Scottish mothers are you? Decent strategy let down by poor art direction.
Good point anon 11.22, I want to know why on earth the stereotypical Dundee housewife isn't considered worthy to feature in ads aimed at Dundee Housewives. I want pictures of REAL people and the REAL problems they have at Christmas!
Bring back some reality, do they know it's Christmas time at all!?!
I quite like this - apart from this there is only really one other shopping centre in Scotland actually running a proper integrated campaign with an idea and strong visual styling behind it - glad to see a shopping centre with the balls to put something out there other than the formulaic soulless tosh that the majority of them do - well done family but more importantly well done Overgate.
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Paul Rand once said, "Perception is reality, reality is not reality" - is this not what advertising does? A bit of glamor at this time of year, when the weather is dull, you're rushed off your feet and stressed up to the max, is this not EXACTLY what is needed for the 'stereotypical Dundee Housewife'? (Whatever that is?) All this 'real' people with 'real' problems and 'real' models is getting a bit tired now, don't you think? Yes, Dove done a great job with it, but get over it...Retro is the new 'New' - keep up.
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I think the art direction is rather nice.
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" I want pictures of REAL people and the REAL problems they have at Christmas! "
Let's hope Coca Cola don't bring that stereotype Santa out again. It's bad enough M&S put that French girl in skimpy drawers instead of a pair of big knickers.We need a good dose of reality, none of this escapist, forget-your-woes-just-for-a-few-days rubbish.
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I think this is really good, made me smile and we all know how hard it is to do the dreaded Christmas campaign. Can we see the others?
Reality sucks, keep it how it is, especially the M&S ads!!! Who wants to see a picture of Nora Batty in big knickers telling us how badly-done-to she is!! We have the news to do that, let the agencies brighten things up a tad and make us all feel special!
Great work btw
Humbug
I like the art direction, is it the same people that jump straight onto every work thats put up and attempt to rip it apart. Shame on you.
mmmmm.my 11.36 attempt at sarcasm aimed at 11.22 seems to have fallen flat on it's arse. I have learnt a valuable lesson, don't try to be too subtle on here. I will have to try harder...or less hard. I can't work out which yet.
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I like this. Nice idea well executed.
Are Family doing the best work in Scotland right now? I rather think they are. Always good.
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Jenn you're a brave lass putting any work on the Drum website.
As it happens, stylish and purty. And I know you'll have squeezed the best out of a small budget.
Edinburgh snobs may find it impossible to believe that something classy can happen in Dundee.
May they choke on their foccaccias.
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Although to the brownnose just before me, if you don;t print your name it just looks like you secretly work for Family. Which doesn't help them or you.
Yawn...
Very nice work
Who's handling the creative for the poster campaign in the car park aimed at all the dads to warn them about the perils of unchecked credit card spending?
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@Will Atkinson
Here's the 6 sheet and 48 sheet executions.
http://www.familycomms.com/Overgate_Xmas/
And the TV
http://www.youtube.com/user/familycomms
Cheers
Graham (proud Dundonian & Family member)
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really great stuff for what is an annual challenge for any agency with a shopping centre account to reinvent their thinking. well done family for avoiding snowflakes and baubles.
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Who took shots?
to anon 14.11 from anon 11.36 - I wasn't being sarcastic so nothing has fallen flat on it's arse apart from your ability to interpret the english language.
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Thanks for the kind comments everyone.
Our original press release got chopped where we credited Euan Myles from The Miss Jones Agency for the photography & tv and Tom Scholefield and MTP for the tv production.
to anon 14.11 from anon 11.36 - I wasn't being sarcastic so nothing has fallen flat on it's arse apart from your ability to interpret the english language.
The Scottish brandishing their handbags again over fock all. What's not to like? Original, different, well crafted. Shopping centre ads are normally gash.
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Ah, should have guessed Euan. Anyway, well done y'all, freshest take on Christmas for a while without being cynical or losing festive feel. Can't wait 'til Santa empties his sac in my house.
(Wonder if they'll delete that?)
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Rather like this.
I like this one. Go Family!!!!
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Great work, nice concept, hope it's a success for the Overgate.
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It pisses on the rest of the Xmas stuff out there. Well Done to the team involved.
Love the look.
To the anons. Bah fucking Humbug!
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Beautiful work. Brilliantly art directed. Freshly retro. Gets my vote.
Dont fathers shop at Overgate?!
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No Family are not doing the best work in Scotland right now - in fact there is a bit of a dearth of great work. The best work is spread thinly across a range of places. But often Family do good work and that should be applauded - just like it should be from any other agency.
Don't be so friggng churlish - I've never seen Christmas approached in such a novel way and it made me smile. It's even better when you consider the average workaday stuff churned out in this sector wee in and week out.
And why don't put your name to your criticism?
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Oooh, paranoid or what.
cant say it without hiding, dont say it! oops did i tick that oh so convenient box!
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How refreshing to see a shopping centre campaign with a proper idea in it. Beats the pants off the usual fashion shots with 'something for everyone' straplines.
Family and Overgate are in danger of building a brand. Nice one.
A brand based on what platform Giles?!
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Anon 20:31 - "Dont fathers shop at Overgate?!"
The 12 Dads of Christmas?
1) The drunken Santa
2) The hangover
3) The Christmas punch (relatives)
4) The office party embarrassment
5) The Christmas Eve panic shopper
6) The lingerie counter
...
This anonymous commenting system is rubbish. Come on Drum - drag yourselves into the 21st century and let people create usernames that are not their actual names and ban completely anonymous commenting. At least there's more change of a good argument/debate if you know who you're directing it at. Anonymous 12.21 could well be the same person as Anonymous 2.34 just being a troll. Have a look at any of the Gawker Media blogs to see how a good commenting system works.
I had to laugh at the drunken comment posted on Friday night being removed by the moderator!
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Great shots. Lovely retro look.
It's different - it stands out in crowded festive market place; good on the client for running with this.
The TV ad looks more like a badly animated web banner.
Love the animatic. Can't wait to see the real ad.
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Couldn't disagree more with the 'badly animated web banner' comment. It reminds me of the opening credits of Desperate Housewives; deliciously retro and beautifully crisp. Who says Dundee housewives don't deserve a bit of glamour? They'll be decidedly less desperate after catching a look at this. Great work family.
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Great stuff. Bar raised!
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