The 2021 Christmas campaign takes Kmart in a new direction by leaning on emotional storytelling, and tapping into the truth that Christmas looks different in every Australian home.
The spot demonstrates that there’s no wrong way to do Christmas if you do it your way. We explored a range of different approaches, but showcasing Christmases around Australia in all their unique and chaotic glory felt right. Each scenario centres around the much loved Christmas motif – the tree.
The music, Stevie Wonder’s ‘One Little Christmas Tree’, was very much part of the idea from the beginning. The song helps tell a Christmas tree story so perfectly, and the symbolism in the lyrics are so central to our story. We looked at some other songs but kept coming back to it. And getting Jerome Farah to cover the track in his unique voice gave it a new lease of life.
It’s a fresh take on what an Australian Christmas looks like. I thought it was equal parts fun, endearing and relatable.