ACROSS THE UK, AROUND 2 MILLION GRANDPARENTS ONLY SEE THEIR GRANDKIDS ONCE A YEAR
This eye-opening insight was the creative springboard we needed to bring this multi-layered partnership to life. I wrote & directed all aspects of this integrated campaign, utilising Grandparents Day as a moment in the year to start talking about connection and introduce Facebook Portal as a valuable part of that conversation.
In the lead up to Grandparents Day we set about landing the issue of connection through an emotional brand film featuring ITV talent & real families. We also pushed viewers from the channel to a microsite to upload their special grandparents messages to be aired on the big day.
On Grandparents day itself we took over the channel with a series of celebratory films and co-branded idents. We also aired lots of endearing viewers messages to their grandparents, putting Facebook Portal right at the centre of a day of special family connections.
The campaign extended out into social with our talent driving conversation through bespoke video content. We favoured a more authentic approach, integrating the Portal brand subtly into the conversation around Grandparents.
Post Grandparent’s Day we flexed the campaign further by bringing Portal into the world of ITV entertainment. We created a series of contextual spots around one of the UK’s top family shows ‘Family Fortunes’. Featuring Ashley and his family playing along to the show with Grandma joining on Portal, these commercials played out in strategic placements around the ITV show.
Writing, Directing, Creative Direction, Social Media
Facebook, ITV, AMV BBDO