Giving a glossy Christmas TV ad a new life with an extra layer of meaning and talkability.

In this Cannes-winning campaign, we enlisted Sainsbury’s customers to help us follow up the big Christmas TV ad, with a second spot, starring them.

The whole campaign was based on a new Mog the Cat book, released in partnership with Save The Children. We wanted to get as many people reading that book as possible. When it hit supermarket shelves we released a film on social celebrating the power of parents reading together with children. The film concluded with a simple ask: show us your storytelling skills by sharing clips of you reading to your kids, and you might end up on TV. And people shared. We stitched the best submissions together for a big festive TV ad that ran to conclude the campaign.