Kmart drives into Christmas with a toy monster truck in first work from DDB Melbourne
Kmart is injecting some fantasy and colour into its Christmas campaign this year, featuring a young girl imagining driving her new remote control monster truck through the snow and launching presents at her family members.
The Christmas campaign is the first work from DDB Melbourne since it took over the creative account from BWM Dentsu earlier this year. The film was shot by Good Oil.
The campaign continues Kmart’s brand platform ‘Low prices for life’, that was introduced in July last year by BWM Dentsu.
Kmart is also launching a live lifestyle mini-series, KLive, that will be broadcast on Facebook each week in the lead up to Christmas. Each episode will feature a well-known Australian as host, taking the viewers through new products, lifestyle and styling tips. The host will also be able to answer live questions sent in by viewers.
Kmart’s general manager of marketing, Laurie Lai, said the campaign takes a new direction for the brand.
“At Kmart, we’re committed to giving our customers the simple joy of great products for exceptionally low prices, something we call the Kmart Effect.
“Now more than ever, we know there’s something special about the everyday and the little moments of joy. We’re excited for our new direction, created by the passionate team at DDB, to create a deeper connection with Australians and see this emotive focus drive long-term results for our brand.”
DDB Melbourne’s ECD Anthony Moss said credited his team’s hard work in lockdown that went into the campaign.
“Our first TV campaign for Kmart is the result of a significant and sustained effort from dozens of talented people at DDB. It was a tough brief, made even tougher by a remote shoot, edit, grade and mix,” he said.
“But the end result is testament to the cohesive and integrated way in which the DDB, Kmart and Good Oil teams have worked, which makes me even more proud of the finished campaign.”
Earlier this week it was revealed that Kmart has engaged The Hallway to work on a digital and CX project ahead of the Black Friday sales on 27 November.
Credits
Kmart
Laurie Lai – General Manager, Marketing
Emily Cole – Head of Communications
Kate Marshall – Senior Marketing Specialist – Events & NZ
Nicole Hayes – Creative Director
DDB
Anthony Moss – Executive Creative Director
Rebecca Morriss – Senior Art Director
Jake McLennan – Senior Copywriter
Jessica Hughes – Client Services Director
Sarah Newell – Senior Business Director
Hayley Kroon – Senior Business Manager
Production: Good Oil
Media: UM
