Advertiser: SHACKLETON
Agency: SHACKLETON
Category: Corporate Image & Information
Advertising campaign: THE BEST LAID PLANS
Digital Art Director: Almudena González (Shackleton)
Art Director: Cristina Alvarez (Shackleton)
Digital Programmer: Javier Baonza (Shackleton)
Graphic Producer: José Vicente Garcia (Shackleton)
Executive Creative Director: Juan Silva (Shackleton)
Executive Creative Director: Nacho Guilló (Shackleton)
Digital Programmer: Pablo Ingold (Shackleton)
Digital Copywriter: Teresa Galante (Shackleton)
Audiovisual Production Manager: Manuela Zamora (Shackleton)
Digital Producer: Rodrigo Menéndez (Shackleton)
Video Editor: Juan Gama (Shackleton)
Communications/Brand Manager: Luciana Borges (Shackleton)
Digital Programmer: Miguel Garcia Sanguino (Shackleton)
Copywriter: Cristina Lopez (Shackleton)
Digital Production Manager: Gonzalo Fernández De Córdoba (Shackleton)
DM/Art Director: Lucia Agudo (Shackleton)
Art Director: Owen Sherry (Shackleton)
Video Editor: Paloma Martin (Shackleton)
Client Brief Or Objective
For clients and agencies alike, it had been a very tough year, specially in Spain with all the talk on economic crisis, long working hours and budgets everywhere shrinking. And then came Christmas.Aware of the fact people were not going to give each other the best gifts ever, we thought it would be a good idea to alleviate our clients' disappointment by bringing their hopes down a notch or three so no one would feel discouraged once they actually saw their gift.
Execution
At a time when clients are inundated with agency Christmas cards and gifts, the campaign stood out because it was an inside story of one of those unbelievable last-minute situations that actually happen in an agency. It says something good about the agency. It's capacity to solve problems in a simple, fast and creative way. To offer quick and efficient response. How to honestly start over instead of overlooking a mistake. And just maybe, a one day creative solution can end up being better than the original plan that went astray.
Outcome
Success in this case is mostly measurable by the amount of family and friends that enjoyed our greeting. From all reports back from clients and friends, it worked. The video was very well received. It strengthened relationships we already had and created new ones. And new business did come in. Puig's response to our Christmas greeting was an invitation to participate in the international pitch for the new Puig perfume. And we actually won.
Implementation
We designed the limited edition 'Anti-expectation gift wrapping paper', composed of 6 different patterns that displayed a message warning the receiver that the present they were about to open was far from what they expected. We produced the wrapping papers, prepared a mail shot, a website where the paper wraps unrolled. Until a day before launch, we came across the same idea, devised by Droga5 back in 2010. We had to give up on our idea, and decided to give our clients something else: a cheese. Our wrapping papers became a nest to protect it and along went a video telling this story.