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Traditional department store Tobu wanted to rejuvenate its aging customers and refresh its recognized image of a ‘department store for the elderly’. To compete with other stores with younger customers and momentum, Tobu desperately needed a campaign that created buzz. What Tobu needed was a Christmas campaign with a refreshing look to seed a new image of the store that would drive sales and win new customers.
“A present bag of Santa Claus“ is the idea of the campaign. Joy, prayers, affection…all the emotions in Christmas are packed in the bag of Santa Claus. Animals dramatise the world of Christmas with fun and joy along with the rainbow-coloured snow.