Ritz
The Macy’s Thanksgiving Day Parade kicks off the Christmas season in the US. It gets people in the spirit. But staying in the spirit is the hard part. Enter the Great Ritz Holiday Parade — a first-of-its-kind digital parade with content designed to help you keep that yuletide glow. We launched with a TVC during the Macy’s broadcast. This drove to the online experience, where you could design a Ritz-ified float. After that, you could see it marching across banners — each day on a new site — revealing a new festive surprise. I created the launch spot, while also helping to write and oversee the digital creative.
Joining the Parade
Our art director went the extra mile creating what seemed like an endless supply of Ritz-ified icons you could use to customise a float. Thanks to cookies, when you finished, you could follow the parade along and see your float marching in digital display across the Internet. In the process, we turned the banner ads people usually hate into a memorable way to engage with our audience.
Digital Media & Social
Along with the display ads featuring the parade itself, we also used digital and social to drive traffic to the experience.
Wrapping Paper
The icons were so beautiful we didn’t stop with the parade. We made them available at select point-of-sale locations during the holidays. A grandmother somewhere probably still has some used Ritz wrapping paper neatly folded away.
Case Study
This was the first completely 360 integrated campaign for Ritz, and it gave them a big lift during their most important sales period of the year. That called for a case study — one in Christmas Story rhyme, with a VO that sounds a lot like Jon Hamm, but is not actually Jon Hamm.