DDB has helped The Warehouse celebrate its 34th birthday by unveiling a new campaign which celebrates the retail giant’s commitment to helping Kiwi families.
The Made By Me campaign celebrates the sentimental side of birthdays through an online social film that follows young Maui whose love for his hard-working mum is just too big for a regular birthday card. Through the help of The Warehouse in-store team, Maui creates his own giant, personalised birthday card – reducing his mother to tears of joy.
The Warehouse GM of Marketing Lorraine Breheny said, “The Made by Me campaign celebrates all those years The Warehouse has been committed to helping Kiwi families celebrate with loved ones.”
DDB Chief Creative Officer Damon Stapleton said: “Following on from the Get the Bargain Feeling brand campaign launched last month, The Warehouse wanted to showcase the joy we experience when we do something special for the ones we love. This time, by demonstrating that birthday feeling, we could remind Kiwis just how good it feels to give.”
The online film was produced by DDB’s in-house production unit, Maker and to accompany the social film, DDB also created an online tool to make birthday messages on Facebook walls more meaningful and personalised. The tool enables users to record a birthday message, upload a photo, customise their card, and post it to the wall of a Facebook friend.
The campaign kicked off last Wednesday with the online video of Maui’s story running on Facebook. The online tool also went live last week, and can be viewed here.
Client: The Warehouse
General Manager Marketing: Michelle Anderson
General Manager Marketing: Lorraine Breheny
Communications Team Manager: Keryn Biffin
Category Communications Specialist: Melissa Graham
Chief Creative Officer: Damon Stapleton
Executive Creative Director: Shane Bradnick
Creative Director: Brad Collett
Digital Creative Director: Haydn Kerr
Art Director: Sam Schrey
Copywriter: Guillaume Calmelet
Group Account Director: Nikki McKelvie
Account Director: Crystal Clark
Account Manager: Krish Maharaj
Account Executive: Arameh Bozorgi
Head of Digital Production: Liz Knox
Digital Designer: Jim Pachal
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