'Christmas is for Sharing' by AMV BBDO for Sainsbury's

Thinkboxes Novermber/December 2014 Winner

‘Christmas is for sharing’, Sainsbury’s festive retelling of the famous World War I truce during Christmas 1914, has triumphed at the November/December 2014 Thinkboxes Awards, but the competition was exceptional and it was a close-run thing.

The ad by AMV BBDO and developed by Sainsbury’s in partnership with The Royal British Legion, shows how Christmas brought the two sides together on neutral territory to share greetings, mementoes and even a game of football.

This epic commercial drew heavily on original material for historical accuracy. The resulting work, brilliantly directed by Ringan Ledwidge, edged out the festive offerings from other leading British retailers. 

Two things guided us throughout. We wanted to capture the spirit of the real events, and we knew that we had a responsibility to do that very respectfully

Mark Given Head of Brand Communications, Sainsbury's


“There were extensive discussions with The Royal British Legion all the way through, and we spent a huge amount of time researching the truce ensuring the historical accuracy,” he adds. “I think that helped everyone understand more about the real soldiers, which, in turn, helped make the film so emotive.”

Client: Mark Given, Sainsbury’s; Creative agency: AMV BBDO; Creative team: Tim Riley; Production Company Rattling Stick; Director Ringan Ledwidge

Other ads on the podium

John Lewis: Monty The Penguin (2nd)

  • Creative agency adam&eveDDB
  • Creative team Richard Brim, Daniel Fisher
  • Client Craig Inglis
  • Production company Blink
  • Director Dougal Wilson

Boots: Homecoming (3rd)

  • Creative agency Mother London
  • Creative team Mother London
  • Client Helen Jeremiah
  • Production company Biscuit Filmworks
  • Director Noam Murro

Also shortlisted

The Co-operative: Marzipan

  • Creative agency Leo Burnett London
  • Creative Graham Lakeland, Richard Robinson, Hugh Todd
  • Client Julian Reynolds
  • Production company Gorgeous
  • Directors Vince Squibb

McVitie's Victoria: Christmas Choir

  • Creative agency Grey London
  • Creative Holy Newton
  • Client: Sarah Heynen
  • Production company Smuggler 
  • Director: Randy Krallman

A view from a Thinkbox Academy member on this month's picks

If one were looking for proof that charismatic TV advertising is alive and well and sniggering behind its hand at the overly free bandying of the word “content”, one need look no further than this month’s Thinkboxes selection box

Jonathan Burley Executive Creative Director, CHI & Partners


Click here to see who won the previous award

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