Who came up with the idea?: Unity
Who signed it off client-side?: Caroline Fredj
Who delivered it?: Unity
Christmas is so commercial nowadays, with one-in-ten parents spending over £500 per child.
Unity wanted to show that Ribena Plus understands the pressures parents are under at this time of year, whilst simultaneously providing a solution to their problems.
To do this, the team took on the toy industry to prove what all parents know – that the humble cardboard box is actually the ultimate Christmas toy.
Cardboard boxes with templates for cars, boats, and much more, were created and taken to parent’s guerrilla style via removals company, Pickfords.
Launching two days before the Toy Retailers Association’s annual “Dream Toys” list, the timing was perfect, securing 269 pieces of coverage, including 10 nationals and 226 regional pieces.
The team also hijacked the TRA event, turning up outside and giving away Play Boxes to media, securing four extra national hits.
But best of all was the reaction from the kids and their parents. Photos were posted on Twitter of children playing with the boxes, accompanied by thanks from mums everywhere.