Holiday Campaign Interview: Concierge

"Simple enough to span a number of different holidays including, Diwali, Hannukah, Christmas and Chinese New Year."

 

In a few words, tell us about your role in the creation of "Concierge"

 

I’m the Business Director on Samsung and led the Holiday campaign, working alongside our partner agencies Starcom and DigitasLBi.
What was the original brief for this campaign?
To develop a campaign that is perfectly in tune with the holiday season.
What inspired you to approach the campaign this way?
Whilst there’s so much divisiveness and uncertainty in the world right now, the spirit of generosity is something that unites us all – this is especially apparent during the holiday season.
How difficult was it to sell the idea to Samsung?
It wasn’t difficult at all - Samsung are fantastic to work with and wanted the creative to have emotional resonance.
What was the biggest challenge you faced during the process?
Ensuring the idea was big and simple enough to span a number of different holidays including, Diwali, Hannukah, Christmas and Chinese New Year.
What did you learn from the experience?
I’ve mastered the art of phone conferences; it’s no easy feat to keep multiple markets involved in the development of global creative!
What’s a “behind the scenes” story that only you know about?
The dog who had a fairly small role, took forever to get his scenes right.
What do you think the advertising industry's New Year’s resolution should be?
To find genuine opportunities to truly impact culture through communication.
What is your favorite holiday campaign of all time?
I’m afraid it’s one of ours: John Lewis, Monty The Penguin!