The Gift That Keeps On Giving
Ogilvy Christmas Card
Issue 26 | March 2013
Agency
Ogilvy Melbourne
Creative Team
Creative Directors: Dave Scott & Kate Lightfoot Art Director: Lauren Haberfield Copywriter: Louise Khong Designer: Alice Kenny
Production Team
Production Manager: Felicity Sanders
Date
December 2012
Background
Every year, people in corporate jobs are inundated with generic, mass-produced Christmas gifts that they don’t want and can’t use. Seriously, when was the last time someone needed a branded letter opener or paperweight?
This year, Ogilvy faced the challenge of delivering a Christmas gift that their 1,200 recipients would all appreciate. So they made something everyone could use – even if they hated it.
Idea
This piece was based on the insight that when people receive a gift they don’t like, they often end up re-gifting it.
So in 2012, Ogilvy gave their clients and staff The Gift That Keeps on Giving – a uniquely packaged Christmas pudding, specifically designed to be re-gifted. In six simple steps it could be transformed into a beautiful and thoughtfully presented gift that anyone could palm off as their own.
The complete re-gifting package included a Christmas pudding, re-gifting instructions, a reversible gift box and sticker labels.
Results
This DM piece didn’t require a measurable response. Since the spirit of Christmas is all about giving, we didn’t ask for anything in return.