BSSP’s ode to Mrs. Claus for Zulily


By thesanfranciscoegotist / /

Forget Santa and his reindeer, we all know the true hero behind the holidays: Mrs. Claus. Butler, Shine, Stern and Partners‘ newest holiday campaign for online retailer Zulily has flipped the script to spotlight the true force behind the season, the “Mrs. Claus” that exist in all of our lives—whether it’s a mom, teacher, auntie, neighbor or friend who always heralds the holiday cheer.

Tapping into the insight that women are society’s givers, and the fact that over 85% of holiday shopping is done by women, BSSP saw an opportunity for Zulily to stand out from the sea of holiday sameness and celebrate the brand’s consumer.

“There’s a collective sense within culture that women don’t get the recognition and acknowledgment they rightfully deserve. This isn’t a new concept, but over the last few years – and especially now facing the current challenges of COVID – women really have a lot put on their shoulders, especially moms. This is a reality 365 days a year that is dialed up even more during the Holidays,” Nicole Michels McDonagh, Group Creative Director at BSSP. “We wanted every woman who sees this work to feel acknowledged, appreciated and recognized, and hopefully men and women collectively will say, “it’s about time someone came out with this message.

Under a tight timeline, all creative assets were captured during a one-day remote shoot with the agency, production company and clients over Zoom. In addition to the :60 spot, BSSP worked with the brand to develop :30 and :15 TV spots which will air nationally on Connected TV (Roku, Hulu, Tremor TV and KERV). The agency also created a :30 radio spot and Hold Message audio as elements of the Dear Mrs. Claus campaign and is working in tandem with Zulily’s client team as they create additional campaign assets including Dear Mrs. Claus t-shirts, social extensions, influencer campaigns, and in-package assets.

Client: Zulily
Kiran Akkineni – Chief Marketing Officer
Megan Marshall – Director of Marketing
John-James Richardson – Group Marketing Manager, Strategy
Nicole Roozen – Marketing Manager, Brand
Hafiz Huda – Creative Director

Agency: BSSP
Nicole Michels McDonagh – Group Creative Director
Justin Hargraves (AD) – Creative Director
Vince Genovese – Executive Director, Integrated Production
Meredith Ashworth – Sr. Producer
Megan Siewert – Account Executive
Tricia Krasneski – Business Affairs Manager

Production Company: Caruso Company
Doug Walker – Director
Robert Caruso – Founder, Executive Producer
Brian Benson – Producer
Jesus Pena – Production Manager

Editorial: 1606 Studios
Jon Ettinger – Executive Producer/Partner
Brandy Troxler – Editor


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