Kmart releases first campaign with DDB Melbourne for Christmas

Paige Murphy
By Paige Murphy | 21 October 2020

Kmart is igniting the childlike wonder of Christmas in the first campaign from DDB Melbourne, celebrating the simple joy of small moments.

The campaign brings to life the feeling Australians get when shopping at Kmart; the feeling of joy when you experience the magical transformation created by finding incredible products at low prices.

"At Kmart, we're committed to giving our customers the simple joy of great products for exceptionally low prices, something we call the Kmart Effect," says Kmart Australia general manager, marketing Laurie Lai.

"Now more than ever, we know there's something special about the everyday and the little moments of joy. We're excited for our new direction, created by the passionate team at DDB, to create a deeper connection with Australians and see this emotive focus drive long-term results for our brand."

At the heart of the campaign is a hero TVC that delves into the imagination of a young girl named Charlie.

It's a simple story where Christmas morning is made that little bit more extraordinary and joyful with Kmart's stylish and affordable products.

The spot takes viewers on a colourful ride through Charlie's imagination as she uses her magic monster truck just like Santa's sleigh to deliver gifts to her family before returning to reality in the middle of a festive scene.

Using the Low Price For Life platform, the campaign drives an emotional connection with Australians by celebrating the simple joy of little moments that pack a big punch. 

"Our first TV campaign for Kmart is the result of a significant and sustained effort from dozens of talented people at DDB," says DDB Melbourne ECD Anthony Moss.

"It was a tough brief, made even tougher by a remote shoot, edit, grade and mix. But the end result is testament to the cohesive and integrated way in which the DDB, Kmart and Good Oil teams have worked, which makes me even more proud of the finished campaign."

To support the campaign, Kmart will also be launching KLive, a mini-lifestyle program broadcast live on Facebook each week in the lead up to Christmas.

In each episode, a recognisable Australian host will take you through new products, lifestyle and styling tips as well as product hacks and more.

The episodes' live nature will also allow for viewers to interact and ask questions about Kmart's Christmas range.

Credits
Kmart
Laurie Lai - General Manager, Marketing
Emily Cole – Head of Communications
Kate Marshall – Senior Marketing Specialist – Events & NZ
Nicole Hayes – Creative Director

DDB
Anthony Moss – Executive Creative Director
Rebecca Morriss – Senior Art Director
Jake McLennan – Senior Copywriter
Jessica Hughes – Client Services Director
Sarah Newell – Senior Business Director
Hayley Kroon – Senior Business Manager

Production: Good Oil
Media: UM

 

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