In a few words, tell us about your role in the creation of "Turkey"
To continually encourage the client to be as ambitious as possible and to do something this year that would be unlike anything anyone else would dare to do.
What was the original brief for this campaign?
Show the widest range of people ever opening up to the Power of Frozen.
What inspired you to approach the campaign this way?
John Lewis, Sainsbury’s, Waitrose, Asda, Aldi, Lidl, etc. With so many heavy hitters vying for attention during the most competitive time of year we had to make sure we found a way to stand out.
How difficult was it to sell the idea to Iceland?
Not at all. They loved it and were incredibly supportive of it from the first presentation. It matched their desire for something extraordinary and different.
What was the biggest challenge you faced during the process?
Finding genuine footage (that we could use) of real people unwrapping their Christmas presents. There’s lots out there but we had very specific criteria.
What did you learn from the experience?
You don’t have to spend millions to create a Christmas campaign that stands out.
What do you think the advertising industry's New Year’s resolution should be?
Think more, spend less.
What is your favorite holiday campaign of all time?
Kmart’s Ship My Pants (Christmas edition)