Fully integrated, the operation, that celebrates the “perfect gift” according to Viktor & Rolf, is comprised of a film, a large range of content and a digital advent calendar mixed in with a CRM program.
Central to the campaign, a magical animation film features, with a dash of humour, the iconic bows of the brand and the enchanted universe of the creators Viktor & Rolf.
Just like in children fairytales, the dashing knots come magically to life and reveal the signature products of the fragrance line: Flowerbomb, Spicebomb and Bonbon.
Several spin-off pieces have been created for social that introduce limited editions, scented candles and Christmas gift boxes.
For the campaign, the agency has also conceived a digital “advent calendar” animation that unveils every day, on a dedicated website, a new game, and invites visitors to play and win many gifts.
The operation has also been brought to Instagram with a media display takeover and through a strong activation involving CRM newsletters.
The campaign will live during two full months and covers the five main markets (USA, UK, France, Germany, Netherlands).
So far, as the whole initiative has delighted viewers online, the film will also be broadcasted on television to expand the Christmas magic.