Creative holiday campaigns are a favorite part of the upcoming winter season and heartwarming stories from the biggest agencies and brands are becoming all the more frequent as December grows close.
Subway ANZ and Publicis Worldwide TeamFresh have teamed up to bring audiences an emotional 60-second spot titled “Merry Cookiemas.” Yes, the main character of the campaign is (you guessed it!) the Subway cookie.
Prior to its official release, the Christmas campaign was teased with a combination of social media artwork and OOH, with the question “What does the Easter Bunny do at Christmas time?” sparking the curiosity of audiences.
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The question of how the Easter Bunny and the Christmas holidays are connected is answered in the charming animated spot. Based on the premise that the Easter Bunny, like most beloved seasonal mascots, is appreciated only once a year, the story revolves around the joy people can bring to those that may be lonely this season.
The animated video begins with Santa preparing to make his annual rounds delivering presents. He packs a batch of Subway cookies in a festive tin box. Simultaneously, the Easter Bunny sits down to have dinner in his home — a single carrot and dinner for one.
As he goes to his front door to answer an unexpected doorbell ring, he discovers a plate of cookies with the note “Merry Christmas.” The Easter Bunny settles back into his solo Christmas evening while nibbling on his gift, slightly more content than before.
“At Christmas, this year more than ever, we think a small gesture can make a big difference. We are so excited to be sharing our new Merry Cookiemas story alongside Friends for Good to help make Christmas a little more delicious, and a little less lonely, this year,” said Subway ANZ Head of Marketing, Rodica Titetica.
The creative agency worked with Flux Animation Studios to create this unique Pixar-style animated campaign with the aim of bringing brand recognition to the Subway cookie, an item on the menu which may prove to be a customer favorite this season.
Subway ANZ also partnered with NGO Friends For Good, an Australian loneliness pioneer, to bring awareness to the fact that nearly 3 million Australians experience high levels of loneliness, with an increased number during the holidays.
As Ryan Petie, Publicis Worldwide executive creative director, explained: “Whether it’s a Subway Cookie, a phone call, or a hand-written letter – if we all reach out to someone who may be a little lonely this Christmas, it’ll probably be the best present they receive.”