KOHLS: “GIVE WITH ALL YOUR HEART”
Brand campaign
The most effective holiday CAMPAIGN of 2020.
Develop a holiday campaign for the 2020 Holiday season that drove consideration of Kohls, which captured the business shift from ‘gifting to giving’
The Challenge
In a sea of ‘In these unprecedented times’ commercials, during 2020, there was an opportunity to say less yet mean more - by focusing on the hope for better days rather than just looking back at the year.
The strategy
Leaning into a simple narrative arc to tell the story of our year through the lens of friendship forged in lockdown and social distancing. ‘Give With All Your Heart’ eschewed the cliches of this type of storytelling. Letting the acting, pacing, art direction, and the song - Willie Nelson’s cover of ‘Rainbow Connection’ drive the narrative.
The Idea & Execution:
A top 5 breakthrough ad of the year and the highest-rated holiday campaign with the core target. 30M press/social, organic impressions, 6M social views, and +90% positive sentiment. Drove a new customer count increase of +37%.
The Result:
