Kmart wanted to become an integral part of every families Christmas celebrations. The Christmas holiday's is such an essential time of the Kmart year with 30% of their yearly sales being made in November to late December. To prepare, we were briefed in mid January to start working on their Christmas campaign concept and execution. 

With the insight that tradition is a key part of every families Christmas celebrations, we wanted to put Kmart at the heart of every households festivities, securing themselves as part of Christmas traditions years to come. 

After months of refinement, we created a tone of voice and visual guidelines for all mediums from moving image treatments, still imagery, graphic design and use, under the creative proposition of 'Make this Christmas Magic'. We pinpointed family traditions and interweaved them with Kmart's brand statement of 'we make low prices irresistible' while strategically touching the consumer on every part of their holiday shopping journey.