Christmas is for Sharing

Abbott Mead Vickers BBDO / Sainsbury’s


It’s not just about the gifts, it’s about who you share them with. This insight formed the basis of Sainsbury’s 2014 Christmas ad campaign and led to a creative idea in partnership with The Royal British Legion, which focused on dramatising the ultimate expression of ‘sharing at Christmas’. 

The ad retold the story of Christmas Day in 1914, when British and German soldiers laid down their arms and gathered in the no-man’s land between their trenches to share greetings and treats, exchange mementoes and even play a game of football.

It became the most-viewed ad in the UK, with 16.9m views. Sales of the chocolate bar that featured in the ad, as well as other exclusive merchandise, combined with shopper donations, raised £7m for the charity.

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