A Christmas campaign that strips away all the superficial trimmings to redefine what family really means.
‘JD Sports - Family’, Role: Senior Creative / Art Direction
Advertising goes mad at Christmas. It loves showing the nuclear family. 2.4 Children. Tinsel. Trees. Matching jumpers. Matching pjs. But that doesn’t represent the 99%.
So we created a new family portrait. Drawing on the diversity of modern families — biological or otherwise — to celebrate it in its broadest and most inclusive sense, at a time when it matters the most. Family is whatever you make it.
JD’s festive message is a simple one: in a world where families come in every shape, size and form, it’s the bonds we forge that really matter.
So we shot exclusively real families - from day ones to new ones, to ensure their connection was uncompromisingly authentic.
Agency - Uncommon Creative Studio
ECD - Benny Everitt
Creative Director - Shaun Savage
Senior Creative - Quba Tuakli
Senior Creative - Charlie Rout
Designer - Ellie Rose
Founder - Nils Leonard
Directors - Elliot Power & Saman Aminzadeh
Photographer - Theo Cottle & Chad McClean