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Industry: Retail & Distribution
Media:Promotion & Event
Published:Nov., 2013
Market:United Kingdom
Style: Minimalism
Describe the campaign/entry:
Bear is the only animal in the forest that has never seen Christmas because he hibernates every year. However, this year is different. This year his best friend Hare has a brilliant idea and gives him a Christmas he’ll never forget.

The commercial uses a unique animation style that combines traditional 2D hand-drawn animation, stop frame, and 3D model made sets.

Campaign Success:
• Over 12 million Views on YouTube
• The most shared video in the world 2 days after launch
• The app reached no. 2 in the free app chart
• The single stayed at number 1 for 3 weeks
• The campaign trended with 3 different hashtags simultaneously
• 2013’s most written about Christmas campaign
• The merchandise sold out within 2 weeks and sold for 3 times the price on ebay
• £101.45m record takings in the week after the campaign launched
• Total sales up 6.9% on last year
• Total online sales up 23% on last year

Launched & Execution:
The campaign launched with teasers on ITV and a projection on Southbank of the sleeping bear. #sleepingbear started to pick up momentum as the country started to wonder who was behind the activity.

Following this, the 120 second TV advert aired in a solus ad break during x-factor.

Once the ad aired on TV, we launched the online hub, the app, the christmas card maker, the book, merchandise, in-store characters and windows; all on launch weekend.

The characters were also active on Twitter along with a presence on Facebook.

We rounded off the campaign with a YouTube competition, ReWorked. This gave fans a chance to sing the track instead of Lily Allen on a Christmas day airing.
Executive Creative Director:
Creative Director:
Account Manager:
Production Company:
Director of Photography:
Sound Design:
Post Production:
Other credit:Colorist: MPC LDN
Production Designer: John Lee
Line Producer: Kev Harwood
Production Manager: Benjamin Lole
Business Director: Miranda Hipwell
Colorist: Jean-Clement Soret
CSO: David Golding, Founder
Head of Effectiveness: Les Binet
Executive Director: Tim Pearson
Cannes Lions International Festival of Creativity 2014
Bronze Titanium & Integrated
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