Project Description

In 2012 I took a proposal to get people to upload stories about their Christmas, and asked Oscar-winning filmmaker Kevin Macdonald to turn it into a crowd-sourced documentary. The resulting 50-minute film became the centrepiece of Sainsbury’s Christmas campaign the following year. The film was watched over a million times, making it more popular than the cinema release of the Hollywood blockbuster ‘Gravity’.

Creative directors: Tony Strong, Michael Durban.

Film creatives: Tony Strong, Michael Durban, Mike Hannett, Phil Martin.

Advertising creatives: Mike Hannett, Phil Martin, Colin Jones.

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