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Creative Journeys from Lapland to Home in Christmas Ad from St Luke’s

St Luke's, 1 year, 11 months ago

Warming spot directed by Outsider’s Vesa Manninen is's biggest ever Journeys from Lapland to Home in Christmas Ad from St Luke’s

St Luke’s launches a 60” TVC for leading online retailer,, to celebrate the arrival of the festive season with gifts for all. This follows on from the recent brand repositioning and invites shoppers to ‘Get more out of Every Day’ this Christmas.

Set to a cinematic orchestral score, the TVC follows the story of thousands of pink Very boxes that make their journey from Lapland to their recipients’ homes. The boxes show strength of character, intelligence, courage and determination in helping each other to traverse the snowy landscapes and overcome obstacles in their paths – from getting stuck in blizzards, to hitching a ride on a passing train - to each reach their final destinations. We soon realise that the boxes, and the gifts within them know who they are aimed for, as their behaviour mimics and complements the behaviour of their chosen ones when they are united. This helps to communicate how with’s great range of brands, products and strong delivery proposition, that shopping can be so easy, it is as if the right gift finds you. 

The TV ad production cost in excess of £1m – the biggest ever production spend for - and has been produced by a combination of a full live action shoot and complex CGI animation to anthropomorphise the pink Very brand device. It was directed by Vesa Manninen, through Outsider, with CGI work created and overseen by MPC. 

The £5 million TV campaign launches in Gogglebox (C4) at 9.30pm on 6th November with the 60” ad, and is part of an integrated £9.7 million campaign including a 30” cutdown, brand and promotional press and OOH, VOD, bumpers, digital takeover, behind the scenes and social content.

Al Young, Executive Creative Director of St Luke’s said:  “We wanted to dramatise the intuitive shopping experience at Very. It feels as though the perfect gift has somehow found you.”

Kenyatte Nelson, Group Marketing Director of Shop Direct, said “This is the culmination of recent work by St Luke’s and the team to leverage our most unique visual asset – the pink cube logo – to drive brand recognition in a dramatic and emotionally engaging way.”



Creative Agency

Account Director: Lara Poole

Business Director : Jonathan Dale

Creative Agency: St Luke’s London

Executive Creative Director: Al Young

Group Creative Director: Mick Brigdale

Planner: Rose Van Orden

Producer: Rebecca Holt

Senior Account Manager: Joanne Hill

Media Agency

Media Agency: Vizeum

Music and Sound

Audio Post Production: GCRS


Edit Company: Work

Editor: Mark Edinoff

Post Production / VFX

2D Supervisor: Jonathan Box

CG: Ross McCabe

Colourist: George K

Post Production House: MPC

Producer: Paul Branch

VFX Supervisor: Jim Radford

Production Company

Director: Vesa Manninen

Production Company: Outsider

Category: Online retailers , Retail and restaurants

Genre: Visual VFX