Give your kitchen
a break
2020 presented unprecedented challenges, especially for independent businesses. To support them, we developed a unique Christmas campaign for our client – METRO's first B2C campaign aimed at local businesses globally.
The idea was simple yet powerful: inspire people to order festive meals from local restaurants and caterers, providing relief for both families navigating lockdown life and the gastronomy sector. Alongside my Senior Copywriting colleague Davide Zicca, Senior Art Director Vladimir Vascalup, and the team, we crafted this Christmas film as the campaign's centerpiece. It captures the pressures of daily lockdown routines, reminding families of the value of shared moments and encouraging them to "give their kitchen a break".
The campaign achieved its goal of creating a meaningful connection between consumers and the restaurant industry during a critical period. By motivating families to order their Christmas meals from local businesses, it supported the gastronomy sector with increased sales while offering families a more relaxed festive season.
The centerpiece film resonated widely, airing across TV, social media, and online platforms in up to 18 countries, with localized hashtags like #GönntEurerKücheEinePause in Germany, or #DêUmDescansoÀCozinha in Portugal and #MettiInPausaLaTuaCucina in Italy.
The campaign highlighted METRO’s role as a reliable partner for the hospitality industry, showcasing its ability to drive both emotional impact and real-world results during an exceptionally challenging year.
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Role: Junior Art Director Digital
Managing Director: Michael Schneider
Client Service Director: Silke Schilling
Head of Brand Digitization: Henrik Haake
Senior Account Manager: Wiebke Müller
Executive Creative Director: Kolja Danquah
Executive Creative Director: Roland Raith
Senior Copywriter: Davide Zicca
Senior Art Director: Vladimir Vascalup
Junior Art Director Digital: Janina Janzen
Junior Art Director: Stefan Griesche
Junior Art Director: Elkateb Mohamed
Junior Copywriter: Jonas Brinkhege
Category: Advertising
Client: METRO AG
Year: 2020
Agency: Serviceplan Hamburg
Production:
Director: Knut Burgdorf
DoP: Christian Huck
Editor: Sören Görth
Production: IAM Image GmbH, Hamburg
Producer: Nicolas Mirbach
Postproduction: Hochkant Film GmbH
Music: 2wei Music, Hamburg