Otto: The Most Precious Gift [image]

Credits & Description:

Client: Otto (gmbh & Co Kg)
Product (Service): -
Agency: Heimat Berlin, Germany
Entrant: Heimat Berlin, Germany
Idea Creation: Heimat Berlin, Germany
Production: Optix Berlin, Germany
Additional Company: Otto Hamburg, Germany
Chief Creative Officer: Guido Heffels (Heimat, Berlin)
Managing Creative Director: Ricardo Distefano (Heimat, Berlin)
Creative Director: Sabina Hesse (Heimat, Berlin)
Agency Producer: Alexander Münzer (Heimat, Berlin)
Executive Producer: Julian Holland (Stink, Berlin)
3D Animator: Arsen Arzumanyan, Sam Crees, Henning Koczy, Ryan Moran, Pat Porter, Anthony Trav (Psyop, New York City)
Editor: Sarra Idris, Ethan Spiro (Psyop, New York City)
Music: Thomas Berlin (@48k)
Synopsis:
The Campaign
Our idea was to make the commercial a gift on its own. An artistic film, which stands out not only by the way it’s done, but also by its powerful moral. The insight: Instead of stuff give the most precious thing you have: time.
Creative Execution
OTTO launched a unique animated shortfilm with a strong message. A film, that does not bother people with selling products, but instead, delivers a relevant insight during the most stressful time of the year: Give the most precious thing you have. Time.
The core was the digital platform #ZeitGeschenke. Here we create a tool that gives people concrete inspiration, how and where they can give time.
Indication of how successful the outcome was in the market
- in total more then 7.7 mio views online
o 2.9 mio views on youtube (800k views more then the christmas campaign before)
o more then 4.8 mio views, 23.7k interactions, 9k shares and 1.3k comments on facebook
- trending of „first choice“ constantly positiv, good advertising memory (source: GfK)
- 3rd place by the most creative christmas campaigns in Germany (source: trade press „horizont“)
- awarded by Awwwards "The Best 365 Websites Around The World" in 2016
At Christmas OTTO wants to bring across a beautiful, yet relevant messages. This year’s message is a simple yet powerful one everyone can relate to: What really counts at Christmas is the time we spend with the ones we love.
The target audience: Adults 25-55 years, OTTO customers (customer loyalty) & OTTO connoisseurs (acquisition of new customers).