2022

NYX Video Awards - Grand Winner Winner

Don't risk bad gifts.

Entrant Company

Family AG

Category

Commercial & Marketing - E-Commerce

Client's Name

geschenkidee.ch

Country / Region

Switzerland

geschenkidee.ch is Switzerland’s largest online store for personal gifts and gift experiences. The new campaign we created puts the business top of mind with consumers and establishes geschenkidee.ch as a true love brand by combining clever and emotional storytelling with a twist. To develop the advertising platform “Don’t risk bad gifts” we created a 360º campaign around the main character “Don Regalo” - a seasoned mafia boss. The Don, who is both controlling and personable at the same time, can turn into an unpleasant villain when presented with an unsatisfactory gift - a perfect metaphor for the importance of picking the right present for your loved ones. At the core of the campaign is a masterfully produced, 2 minutes and 38 seconds short movie that features the story of mafia boss “Don Regalo” receiving his Christmas gifts. To stand out from the crowd of typical Holiday ads, none of the stereotypical elements like winter wonderland, corny Christmas tunes and other worn-out clichés were used. With its unique timing, the movie sets a stark contrast to the hustle and bustle of the Holiday season – and presents an opportunity to slow down during this fast-paced time of year. The social media campaign cleverly uses 30s trailer and 6s bumper ad versions of the movie to convey the key message, as well as driving viewers towards geschenkidee.ch’s website. To present visitors with a unique user experience, geschenkidee.ch’s already existing chatbot has been redesigned as a landing page. Not only was the chat window adopted to match the campaign’s distinct visual appearance, but the entire AI-based conversation engine was re-programmed to use proper mafia slang and talk just like the main character. In addition, we developed social media and online display ads, memes, and stories to perfectly accompany and promote this unusual and exceptionally well-received campaign in Switzerland.

Credits

Claudio Catrambone
Executive Creative Director
Svenja Hässig
Account Director
Gordian Gleiss
Associate Creative Director
Easy McLovin
Director
Luka Trajkovic
Director of Photography
Stefan Djakovic
Photography
Bubbles&Sons AG
Production
Marc Ambühl
Editor
Michel Kiwic
Art Director
Severin Binkert
Art Director
Mery Wunderlin
Art Director
Grit Wolany
Art Director
Marion Gwerder
Text
Torsten Maas
Text
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