Warehouse Stationery puts the creativity into Christmas in latest campaign via DDB NZ

Warehouse Stationery has this month launched a new TVC via DDB New Zealand, encouraging Kiwis to put some personalised creativity into their Christmas gift-giving.

The new spot, Gifts for Nan, features Kiwi actor Nikki Si’ulepa surprising her real-life nan (Leiataua) with an escalating series of gifts, produced in-store at Warehouse Stationery.

While Leiataua knew there would be filming, she had no idea what Nikki had lined up, making for a series of genuinely heartfelt reactions.

VIEW THE SPOT

Jonathan Waecker, chief marketing officer, The Warehouse Group, says they loved the idea of using a real relationship to bring Warehouse Stationery’s personalised gifts to life.  

Says Waecker: “Taking Nikki’s creativity and humor and blending that with our range of personalisation options to celebrate her relationship with her Nan has resulted in a really charming, slightly quirky campaign and we hope New Zealanders like it as much as we do.”

Waecker says Warehouse Stationery isn’t necessarily seen as a traditional Christmas retailer, so it was important to provide gifting inspiration and encourage Kiwis to think outside of the box: “We wanted to highlight that Warehouse Stationery has an amazing range and the ability to create special one-of-a-kind gifts which are ideal for Christmas.”

Damon Stapleton, chief creative officer at DDB, says the new spot brings a great sense of authenticity to a genre of advertising that can sometimes overreach in the attempt to tug the seasonal heartstrings.

Says Stapleton: “While the set-up is larger than life, Nikki’s heartfelt creativity and her nan’s genuine reactions feel so real – I think it’s something Kiwis will really connect with.

The campaign will reach all of New Zealand through a unified strategy across social, digital video, in-store, programmatic display and TV.   

Chief Marketing Officer: Jonathan Waecker

Agency: DDB New Zealand

Chief Creative Officer: Damon Stapleton

Production Company: Eight

Producer: Dan Higgins

Director: Jamie Lawrence

Editor: Alex O’Shaughnessy