Call me a softie, but Holiday Surprise from Kohl’s is one of my favourite campaigns this Christmas.
Based on the very festive theme of kindness, it’s a simple 30-second spot that sees a young couple rushing to decorate their elderly neighbour’s apartment before she returns to the building. It cleverly tugs on the heartstrings of all those viewing when it ends with a shot of the expression on her face once she does so.
Set to a cover version of Bob Dylan’s Forever Young, the lyrics set the tone: “May your wishes all come true. May you always do for others. And let others do for you.”
It’s a different move for the retailer, which, like many of its counterparts, usually focuses heavily on promotional messaging at this time of year. As AdAge reported, this emotional broadcast is in a bid to “stand out from the promotional maelstrom of the season”. While Kohl’s is still pushing its discounting alongside, this ‘brand’ spot layered in aims to be disruptive in a different way, said its chief customer officer, Michelle Gass. “We know what people remember are the moments of giving,” she said.
Though there are yet to be any postings, Kohl’s is also inviting consumers to share their stories of kindness over social media with the hashtag #ShowKindness.
Consumers are invited to flick personalised digital snowflakes onto the windows of Saks Fifth Avenue’s flagship store in New York this Holiday season.
The initiative, developed in partnership with creative digital agency, The Science Project, and sponsored by MasterCard, is part of the retailer’s wider focus on the legendary Yeti rumoured to reside on its roof making snow during the festive period, this year.
The Yeti Snow Workshop as this particular window is called, invites passersby to visit saks.com/snow on their mobiles where they can find out their own Yeti name, add it to a snowflake design and then flick it from their device to instantly see it gently falling down the window.
In-store those who spend over $150 or more with their MasterCard, can then receive a 3D-printed snowflake created by the MakerBot. Harry Cunningham, senior VP-store planning and visual at Saks, also told AdAge: “3D printing has been a big of late, so some of the figures in our window this year are actually 3D printed. As technology advances and as things move forward, we’re looking for opportunities to inject that into our process.”
Six of the other store windows depict different scenes of the Yeti’s life, from being “an under-appreciated snowmaker in Siberia to his starring role as a true snowflake artist in New York”. Each also features the hashtag #SaksYeti.
They were unveiled last week with a 3D light show mapped onto the façade of the store created by Iris Worldwide (as in the YouTube video below). It runs every seven minutes each night from 5-11pm over the Holiday season.