Background
The Christmas activity is one of the primary and most important activities of the year, accounting for 38% of Georg Jensen sales (Oct-Dec), but also an opportunity to establish the wished position as a dominant gifting destination with offers across categories, price points for all ages, gender and preference of design language. Gifting to others and oneself.
During the holiday season, irrespectively of geographic region, this is a time to socialize with family and friends. Georg Jensen offers a solution for entertainment needs related to home decoration.
From having friends over for drinks or going out. To setting a beautiful table for a relaxing and enjoyable family dinner. Or get dressed up wearing your most liked jewellery, watch or cufflinks displaying your personality.
...All through Scandinavian design provided by Georg Jensen.
Christmas is Scandinavian
Scandinavia is back, and we want to tap into the trend that is currently influencing the international fashion, gastro and design scenes. "Scandinavian style" once again dominate the headlines, and at Google Trends the term "Scandinavian design" is on a curve going one way: up. Our main focus is therefore to combine our home and jewellery category under one entry: Scandinavian Design.
Campaign theme
The spirit of generosity has made Christmas the most important holiday of them all. The entire family is having fun, chestnuts are roasting on an open fire and love is all around. The biggest attraction is actually the event itself. The whole shebang is inherently Scandinavian: you cosy up, you indulgence in 'hygge', you spend time together, you value quality instead of quantity. Just like we do at Georg Jensen. The headline “All I want is jul" taps into the December DNA and works as a charming reminder of what all the fuss is about while subtly – if not subliminally – positioning Scandinavia ("jul" -> "Yuletide" - "Christmas") as this season's all-important theme.
Aligning creative vision with the overall strategy, we focus on the act of giving and display the faces, expressions and emotions of the “giver” in the instant the present is unwrapped. This fresh approach on a traditional season campaign make us stand out as an original choice in the gift jungle, before we cut to the actual Georg Jensen product and provide the user with whatever Call-to-Action we find desirable.
What is 'jul'?
“Jul” is the Scandinavian word for Christmas, and up here, it is one of the most popular words in the vocabulary. Because in Scandinavia “Jul” is not just a single evening of gift exchanges, it is a whole season of having a good time. It is that part of the year when you go out of your way to make others feel happy and loved.
You dress up your home, and yourself, to get in the right mood. You set dinner tables with your heart and spend hours enjoying the food and the company. You listen to merry music, dance around the tree and sing along. You kiss under the mistletoe – and you give gifts. Gifts that will be appreciated , and gifts that make the receiver feel loved.
Since 1904 Georg Jensen has been recognised as one of the leading exponents of timeless Scandinavian design and unparalleled craftsmanship. Since 1904 Georg Jensen has been synonymous with gifts that will be treasured for a lifetime.
Campaign Headline
Aligning creative vision with the overall strategy, we focused on the act of giving and showcase the faces, expressions and emotions of the “giver” in the instant the present is unwrapped. This fresh approach on a traditional season campaign make us stand out as an original choice in the gift jungle, before we cut to the actual Georg Jensen product and provide the user with whatever Call-to-Action we find desirable.
Gifts that last longer than just a season
