Founded 80 years ago, AB Vassilopoulos’ DNA is deeply ingrained in Greek society. AB provides thousands of free meals to kids and families in need – and this was the challenge we were given from AB: to create a Christmas campaign to promote corporate social responsibility (CSR).
It’s so much more than a grocery shop.
AB's campaign message of ‘The joy to offer’ was the inspiration to show the power of love during Christmas, a period when feelings of loneliness and isolation become stronger. In today's fast paced world, it’s easy to lose meaningful connections to our loved ones.
Ours was a highly emotional storytelling approach that urged people to connect. The campaign featured an extensive use of influencers to spread the message across digital and was connected to AB's CSR actions. AB provided meal boxes which people could purchase for those in need, with the money collected by AB used to offer Christmas dinners to 6.000 families in need.
AB inspired people to connect through physical and digital activation using the hashtag #xmastogether. On a microsite, people were invited to share via SMS or video their wishes to connect with loved ones for Christmas. Some of these wishes were selected by AB and made to come true through a fully integrated campaign across Digital, TV and OOH.
150,000 donations were made and thousands of hoped for family connections became reality.