NEW WORK ALERT: Lion’s Den Holiday Vibes

agency work
Written By Erica Fite

Santa’s got a brand new bag, indeed.

In a cluttered and crowded holiday season with snow-covered this and sparkling that and green and red everything and music as drippingly sweet as a third-grader’s gingerbread house, Lion’s Den shakes up the scene letting us all know you’re never too old for toys.

Housed under the broader, and long-standing campaign concept of “Do it. Every day!”, this work brings the everyday to Christmas day. Thanks to Santa and his stopover at Lion’s Den.

The campaign centers around a :30 commercial that takes place the night before Christmas, when all through the house, not a creature was stirring…yet. And continues with digital, social, OTT and in-store.

“Holiday commercials can be so saccharine, so repetitive, and the music can give you a migraine,” stated Pete Potenzini, Director of Marketing, Lion’s Den. ‘We wanted to create a spot referencing the traditional holiday themes, and then surprise you by taking a very unexpected turn.”

Happy Holidays to all, and to all a good night!


Erica Fite

Erica grew up running around the mountains and islands near Seattle before trading one coast for the other. 

First she moved to Los Angeles where she graduated from UCLA and pursued acting. Eventually she settled in New York switching from a life in front of the camera to behind it when she found a new career in advertising. In New York, Erica found success as an art director and global creative director for agencies big and small on accounts such as Milk, Clinique, Bahamas, L'Oreal, Pantene, Johnson's and many more. 

At Fancy, Erica and her team have been trusted to create social, digital, video and traditional campaigns for a variety of emerging and established brands. Today, Erica still lives in downtown Manhattan with her husband and many children, escaping to mountain and islands whenever she can.

http://www.fancynyc.com
Previous

Our Positive Purpose
Next

ten years of thanks