The Debenhams 2017 Christmas campaign #You Shall, created by J. Walter Thompson London, launched on the 10th of November with a concept designed to seduce shoppers with storytelling and inspire gift givers on how to have a fairytale holiday season.
The multi-million pound cross-channel campaign - which takes inspiration from Charles Perrault’s classic 1697 fairytale, Cinderella – with a modern day take on the story runs across TV, outdoor, digital, social media and print as well as being brought to life nationwide instore.
The campaign kicked off with a 20” teaser TV ad telling the tale of a young woman who loses her shoe on a crowded train and the handsome stranger who finds it.
Consumers will continue to see the campaign on digital, social media, outdoor and print including titles such as You, Sunday Times Style, Stella and Grazia as well as Marie Claire, ELLE and Red. A Metro cover wrap is also part of the media plan detailing the 2017 fairytale’s conclusion.
In-store theatre has also been dialled up for 2017 with the transformation of the shop floors into glittering ballrooms. Window schemes depicting the ‘You Shall’ campaign are accompanied by more than 326,500 metres of glitter ribbon, 242,500 baubles, 12,500 twinkle tree lights and 100,000 stars across the company’s 175 store estate.
The concept is brought to life even further with flagship stores gifting shoppers ‘as the clock strikes twelve’ (midday) in the run up to Christmas with items such as glass slipper decorations to gift cards and free coffee presented by colleagues granting random acts of kindness. Food sampling and gift wrapping will also be on offer alongside a new service proposition which sees 2,000 additional staff serving customers in the 6 weeks prior to Christmas. ‘Selfie’ stations will also be in situ, encouraging shoppers to capture and share their own fun fairytale moment. Carrier bags will also carry the campaign message alongside products such as baubles and cupcakes.
Andy Smith, Creative Director, J. Walter Thompson London, said: “This year, we wanted to tell an emotional and engaging modern day love story, together with the classic Christmas charm- and what better inspiration for a love story, than Cinderella? But, to make it work we needed it to be a modern retelling, where both male and female characters are leads. Will this be a happily ever after? You shall find out soon.”