Make this Christmas a classic.

B&T’s 2024 Campaigns of the Year | November & December

System1 Christmas ad rankings | #2 Globally & #1 in Australasia

Woolworths Christmas is one of the biggest campaigns in the Aussie calendar. So every year, every creative team at M&C internally pitches to take on the agency’s biggest brief of the year. Pitted against much more senior teams with decades of experience on Woolies, we were the underdogs. But in 2024 after many months, many pivots and many rounds - we won!

Our campaign celebrated everything that makes Christmas a classic. From traditions (like leaving a carrot out for Santa’s reindeer) to shopping with the supermarket that’s fed Aussies at Christmas for over 100 years.

In the film directed by Glendyn Ivin, we told this story through a little girl from an isolated farm, who’s worried Santa won’t find her. So with the ingenuity only a child could possess, she rallies the community to assemble a giant haybale carrot under the base of a gum tree - perfect for attracting hungry reindeer. Making Christmas a classic with a timeless ritual.

The national campaign reached every Australian, spanning every possible media touchpoint - including OOH, social, digital, radio, in-store, activation and print.