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.
Directed by Steve Rogers via Biscuit Filmworks for agency VCCP London, this spot titled “Memory” opens with a daughter visiting her father at his home, a bar of Cadbury Wholenut chocolate in hand. Her father, living with dementia, smiles at the sight of the chocolate, recognizing it as a gift his daughter has bought him since she was a child. In this moment, he doesn’t recognize her as his daughter. Instead, he begins to tell her how this ritual gifting always makes his wife laugh because, as he proudly reveals, he’s always hated nuts.
The daughter can’t help but laugh, touched by the idea that her father has kept this secret for so long. As he looks at her earnestly, he asks her not to tell his “daughter”--meaning her--about the secret, because “it makes her so happy.” The daughter responds softly. “It does.” She recognizes the quiet generosity of her father’s long-held secret, something he’s kept hidden from her all these years, despite not always remembering who she is.
Cadbury is committed to telling inclusive stories rooted in human truths that are representative of the U.K. To ensure the story’s accurate portrayal of people living with dementia, Cadbury consulted with specialists throughout the development of the film.
Cadbury has extended its partnership with Alzheimer’s Research UK, the UK’s leading dementia research charity, into 2025. The two organizations first joined together in 2024 to celebrate the role of Cadbury in the nation’s shared memories and to support the charity’s mission for a cure for dementia.
“Memory” was brought to life with the help of VCCP’s global content production studio Girl&Bear. The film will run across the U.K. throughout 2025, appearing on TV, VOD,... Read More
