The Web Marketing Association is proud to present this 2016 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Retail Online Video
To build upon the magic of Christmas, the Sears “Bring the Sleigh” Holiday campaign was created to capture all the amazing products and services that Sears offers, whether you buy it at the store or online, in a charming and magical way that really taps into the little kid inside of everybody. The campaign was integrated and activated through all of Sears’ channels–TV, social, digital, mobile, and in-store, as well as with partners like Wheel of Fortune.
The TV spot centers around a slightly imaginary world that combines the celebration of Christmas and the mysterious nature of Santa’s workshop. It was shot in camera to give the effect of multiple products dropping endlessly into an overflowing and oversized 800-pound sleigh to demonstrate how Sears gives you more when it comes to gifting: apparel, electronics, tools, jewelry, and more. In the end, it was more than just a TV commercial–it was a beautiful piece of film about gift giving.
The result? People really brought and filled their sleighs, and the campaign exceeded expectations and garnered widespread visibility.
Contributors:
| Chief Creative Officer: | Jason Peterson |
| Group Creative Director: | Bernie Gomez |
| Sears, Chief Content Integration Officer: | Paul Hayward |
| Director: | Daniel Skoglund |
| Associate Creative Director: | Pablo Luzzi |
| Art Director: | Caroline Aldrich |
| Group Account Director: | Jeanne Wu |
| Co-Head of Production, NA: | David Evans |
| Senior Producer: | Liat Ebersohl |
| Post Production: | The Mill & Whitehouse Post |
HAVAS WORLDWIDE CHICAGO
Location: USA