This holiday spot, “Gift Box,” follows a girl whose imagination is sparked by a simple FedEx box, turning her Xmas morning into a magical experience.
Noam Murro of Biscuit directed this FedEx spot for BBDO New York, capturing the emotional side of package delivery by illustrating how it’s not about the packages or pallets but rather whit it means and does for people. “Gift Box” builds on the FedEx campaign “What we deliver by delivering” brand platform that was introduced last year.
Client FedEx Agency BBDO New York David Lubars, worldwide chief creative officer; Greg Hahn, chief creative officer, NY; Greg Ketchum, Tom Godici, EVPs/executive creative directors; Greg Gerstner, SVP, sr. creative director; Banks Noel, Fred Covey VPs, creative directors; Eric Goldstein, VP, sr. creative director; Natalie Taylor, project manager; David Rolfe, EVP, director of integrated production; Alex Gianni, VP, group executive producer; Melanie Cornish, sr. producer; Melissa Chester, executive music producer. Production Biscuit Noam Murro, director; Shawn Lacy, partner/managing director; Jeff McDougal, exec producer; Rachel Glaub, Mercedes Allen-Sarria, heads of production; Jay Veal, unit production manager; Jen Berry, production supervisor; Rodrigo Prieto, DP; Brock Houghton, production designer. Editorial Work Editorial Rich Orrick, editor; Erica Thompson, exec producer; Chris Delarenal, producer; Audrey Weiner, cutting assistant. Telecine Color Collective Alex Bickel, telecine artist; Claudia Guevara, producer. VFX/Conform/Finishing Blacksmith Eliza Randall, VFX supervisor; Jamie Scott, 2D lead/compositor; Jacob Coy, Meggen Burdick, Jacob Slutsky, Yebin Ahn, compositors; Olivier Varteressian, Tuna Unalan, Rick Walia, Vitaliy Burov, CG artists; Charlotte Arnold, exec producer; Tina Chen, VFX producer. Music Beacon Street Studios, Venice, Calif. Andrew Feltenstein, John Nau, composers; Leslie DiLullo, producer. Audio Post Sound Lounge, New York Tom Jucarone, Peter Holcomb, engineers; Becca Falborn, producer.
Director Marc André Debruyne--who’s handled by production house Open Swim for U.S. representation--brings Coca-Cola’s legacy of celebrating holiday traditions to life in this campaign spotlighting Filipino Balikbayan boxes. The spot--out of Toronto agencies Taxi and VML--features Tita Rosita, owner of the oldest Filipino-Canadian grocery store in Toronto, whose much-adored shop was wrapped like a massive Coca-Cola-themed Balikbayan box as she prepared hundreds of boxes for customers to send their loved ones, with Coca-Cola paying for the boxes and the cost of shipping them to the Philippines. The spot is a testament to the brand’s prevailing facilitation of cultural and generational connectivity, especially during the holiday season.
The collaborative project--produced by Toronto production company MOWAD--was particularly special for Debruyne, who’s Filipino, because of the large presence of Filipino crew members on set. “It’s a totally surreal feeling when a work project crosses over into your personal life. It’s not too often that happens,” shares Debruyne. “The number of Balikbayan boxes I’ve sent home since I was a child, being surrounded by so many Filipinos on set – both crew and cast, and even being served pancit by Tita Rosita for lunch (and getting yelled at after because I didn’t have seconds) brought back so many wonderful memories of my mom. It was such a fun vibe on set. This wasn’t even a job, it was truly something special.”
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