Otto Film, Case study The Most Precious Gift [image] by Heimat Berlin

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The Most Precious Gift [image]

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Industry Online Retail & E-stores
Media Film, Case study
Market Germany
Agency Heimat Berlin
Chief Creative Officer Guido Heffels
Creative Director Sabina Hesse
Production Optix Digital
Production Psyop, New York
Released January 2017

Awards

Eurobest Awards 2017
Design Motion Graphics Design & Animation Bronze Eurobest

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).