Sainsbury's 'Christmas In a Day' tops The One Centre's top 5 branded entertainment campaigns

christmasinaday.jpgSainsbury's online documentary film 'Christmas In A Day' has been named 2013's best festive branded entertainment campaign by The One Centre's independent publication, Branded Arts Review.

The 50-minute online film, which was directed by Oscar winning director Kevin Macdonald and produced by Scott Free Publications and Ridley Scott Films, was named the best Christmas campaign in the BAR review of this year's festive branded arts and entertainment projects.
Says Danielle Long, Branded Arts Review editor: "Sainsbury's have taken branded entertainment to a new level with 'Christmas In A Day'. Through their partnership with Kevin Macdonald they have created a heartwarming and authentic film capable of creating deep emotional connections with audiences that an ad could never achieve.

"The real beauty of this project is that it goes beyond marketing, to present a revealing look at how a nation celebrates the holiday."

bear&hare.jpgThe list recognised the John Lewis animated film 'The Bear & The Hare' in the number two spot and commended its transmedia elements, including the interactive eBook 'The Bear who never knew Christmas'.

baileysNC.jpgSays Long: "John Lewis is the clear market leader when it comes to creating entertaining Christmas campaigns, and this year's effort is no exception. 'The Bear & The Hare' is a beautiful piece of transmedia Harrods.jpgstorytelling and a stellar example of branded art."

Third on the list was Baileys Christmas Nutcracker film, which sees the festive ballet reimagined in a modern setting. Fourth place went to iconic British department store Harrods and its WestJet.jpgChristmas Express window display. Fifth place was Canadian airline WestJet's Christmas Miracle film.

Says John Ford, founder & CEO of The One Centre and publisher of Branded Arts Review: "It's great to see leading brands breaking new ground in the way they bring to life the Christmas story interwoven with their own. This year's BAR Top 5 exemplify outstanding examples of strategy and artistry and the power of storytelling in multiple media."

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