This warm and fuzzy holiday push encourages you to give the gift of time—but can you guess who's behind it?

'Time Shop' effort encourages consumers to get together with loved ones

Published On
Dec 04, 2019

Editor's Pick

The holiday season for many families is typically chaotic, between school performances, shopping for presents, prepping the house for get-togethers, not to mention end-of-the-year responsibilities at work. A new integrated campaign is a warm-and-fuzzy nudge to those swept up in the seasonal rush to remember it’s important to step back, enjoy and appreciate what matters most, by encouraging folks to give the gift of “time.”

A charming animated film, directed out of Psyop, opens on a scene that busy parents might be familiar with: a young girl gleefully squeals when the snow starts falling outside her living room window, but when she asks her loved ones to join her in making a snowman, they don’t even blink. They’re too wrapped up in their phone call, computer or video game. As she heads to her room, head hung low, she discovers a magical portal in her family’s grandfather clock, which leads her into a fantastical “Time Shop,” where the grandfatherly shopkeeper teaches her about the different varieties of quality time.

When she returns home, she presents her family with a gift, a certificate for “1 hour to make the best snowman ever,” which, of course, her parents and brother redeem.

You might wonder who the campaign is from—a clock company? A greeting card brand? Actually, it’s from fast food joint Chick-fil-A, created out of McCann and Momentum—the chain's first-ever holiday push. 

If you can’t figure out the connection between the brand and the concept, the idea is a nod to the fact that the chain is famously closed on Sundays “to let people spend time how they choose,” according to the campaign release. “Quality time is part of who Chick-fil-A is,” it continues. 

The campaign also includes a website where consumers can create their own Time Cards, which will be sent directly to the giftees. There’s also a real-world Time Shop pop-up experience in New York City running now through mid-December, in which consumers can explore rooms themed around "quality" time (Play Time, Story Time, Snack Time) as well as create Time Cards in person. 

Chick Fil A Time Shop

 

Chick-fil-A card makers

 

 

Credits

Date
Dec 05, 2019
Client:
Chick-fil-A
Agency:
McCann-New York
Chief Marketing Officer:
Jon Bridges
SVP Brand Strategy Advertising & Media:
Joe Saracino
Sr. Director Integrated Creative:
Ashley Callahan
Principal Team Leader Integrated Creative:
David Rowe
Sr. Principal Team Leader Integrated Creative:
Liz Griffith
Director Marketing Investment:
Dustin Britt
Principal Team Leader Integrated Creative:
Katie Joiner
Sr. Platform Lead, Innovation:
Kate Neyhart
Team Leader Integrated Creative:
Emily Randall
Principal Team Leader Public Relations:
Chelsea Lee
Principal Creative Lead Brand Strategy:
Nikki Long
Principal Team Leader Marketing Investment:
Ross Grimes
Principal Team Leader Integrated Creative:
Beth Grant
Principal Team Leader Brand Strategy:
John Shackelford
Counsel Corporate Legal:
Rachel Geist
Sr. Leader Administrator Integrated Creative:
Laura Reichert
Sr. Project Coordinator, Integrated Creative:
Haley Shue
Project Lead Restaurant Communications:
Allison Fortune
Sr. Project Coordinator Integrated Creative:
Alexis Carter
Sr. Project Coordinator Integrated Creative:
Lynah Stone
Sr. Project Specialist In-House Creative Agency:
Chelsea Owen
Sr. Project Lead Integrated Creative:
Arlenis Almonte
Sr. Principal Team Leader In-house Creative Agency:
Rich Cutter
Principal Team Leader In-house Creative Agency:
Alok Nath
Principal Program Lead Customer & Market Insights:
Natalie Watson
Product Lead Marketing Technology:
Emily Thomson
Sr. Team Leader Customer Technology Solutions:
Kelsey Moore
Sr. Specialist Menu & Packaging:
Jason Cannon
Counsel Corporate Legal:
Natalie Williams
Principal Team Leader Customer Digital Experience:
Kaitlyn White
Sr. Director Corporate Legal:
Jeri Sute
Sr. Specialist Food Safety & Restaurant Solutions:
Ashley Rondorf
Director Corporate Legal:
Bill Hightower
Sr. Director Real Estate:
Tyrone Dillard
Executive Director New Restaurant Growth:
Brian Lindley
Project Lead, CFA One Membership Int'l:
Brittany Seifert
Project Lead Operator Communications:
Hannah Wagner
Project Lead, Operator Communications:
Hannah Cataldo
Chief Creative Officer McCann North America:
Eric Silver
President McCann New York:
Devika Bulchandani
Co-Chief Creative Officer McCann New York :
Sean Bryan
Co-Chief Creative Officer McCann New York:
Tom Murphy
Managing Director McCann New York:
Veronica Bertran
EVP Executive Creative Director McCann New York:
Larry Platt
EVP Executive Creative Director McCann New York:
Danny Rodriguez
Creative Director McCann New York:
Geoff Bentz
Creative Director McCann New York :
Nic Howell
SVP Group Account Director McCann New York:
Dina Hovanessian
Account Supervisor McCann New York:
Michael Morettoni
SVP Executive Integrated Producer McCann New York:
Kathy Love
Executive Design Director McCann New York:
David Mashburn
Copywriter:
Scott Kaplan
Art Director:
Chuck Tso
Junior Designer McCann New York:
Julia Yu
Junior Copywriter McCann New York:
Josh Race
Junior Art Director McCann New York:
Luzdivina Ruiz
Account Director McCann New York:
Lisa Huang
Account Executive McCann New York:
Alex Thompson
SVP Executive Music Producer Integrated Production McCann New York:
Eric Johnson
Integrated Music Producer McCann New York :
Dan Gross
SVP Group Strategy Director McCann New York:
Julianna Katrancha
Strategy Director McCann New York:
Justin Luk
Social Strategist McCann New York:
Rachel Aronson
Communications Planning Director McCann New York:
Whitney Bryan
President, North America Momentum Worldwide:
Donnalyn Smith
SVP Executive Experience Director North America Momentum Worldwide:
David Chamberlin
VP Director of Production Momentum Worldwide:
James Gavigan
Creative Director Momentum Worldwide:
Cameron Templeton
SVP Director of Client Service Momentum Worldwide:
Karyn Froseth
Account Director Momentum Worldwide:
Brandi Sutley
Drew Maddox, Manager, Business Leadership, Momentum Worldwide:
Drew Maddox
Senior 3D Experience Designer Momentum Worldwide:
Madison Schumacher
Associate 3D Design Director Momentum Worldwide:
Muoi Le
Senior Producer Momentum Worldwide:
Marina Negrao
Producer Momentum Worldwide:
Miranda Saucedo
Producer Momentum Worldwide:
Charles Hunter
Live Events Coordinator Momentum Worldwide:
Kimberly Martin
Donna Meredith, Senior Integrated Producer, Momentum Worldwide:
Donna Meredith
Associate Integrated Producer Momentum Worldwide:
Maddie Demas
Compliance Manager Momentum Worldwide:
Darlene Lato
Production Company:
Psyop
Director:
Marie Hyon
Executive Producer:
Justin Booth-Clibborn
Senior Producer:
Suzie Cimato
Senior Producer:
Simone Miller
Designer:
Victorior Wanchana Intrasombat
Designer:
Pedro Lavin
Designer:
Samantha Ballardini
Designer:
Felipe Hansen
Designer:
Robin Joseph
Designer:
Andrew Serkin
Designer:
Dionisius Bangun
Designer:
Marie Hyon
Storyboard Artist:
Ben Chan
Lead Technical Director:
Briana Franceschini
Previz Artist:
Pat Porter
Previz Artist:
Nick Dubois
Previz Artist:
Doug Litos
Modeler:
Eric Cunha
Modeler:
David Soto
Modeler:
Anne Yang
Modeler:
Ieva Callender
Modeler:
Briana Franceschini
Modeler:
Brian Kim
Modeler:
Chris Santoianni
Modeler:
Pedro Conti
Modeler:
Kevin Ferrara
Modeler:
Ryan Kirkwood
Modeler:
Casey Reuter
Modeler:
Krista Albert
Additional Modeling:
Aldrich Torres
Additional Modeling:
Nitesh Nagda
Look Dev/Lighter:
Ieva Callender
Look Dev/Lighter:
Briana Franceschini
Look Dev/Lighter:
Matthias Bauerle
Look Dev/Lighter:
Eric Cunha
Look Dev/Lighter:
Brian Kim
Look Dev/Lighter:
Thao Dan Nguyen Phan
Look Dev/Lighter:
Anne Yang
Look Dev/Lighter:
Kwan Au
Look Dev/Lighter:
Susie Hong
Lead Animator:
Pat Porter
3D Animator:
Nick Dubois
3D Animator:
Doug Litos
Lead Rigger:
Zed Bennett
Rigger:
Ohad Bracha
Rigger:
Daishi Takishima
Groom FX:
Eric Cunha
Groom FX:
Ieva Callender
Groom FX:
Briana Franceschini
Groom FX:
Chris Santoianni
VFX:
Eban Byrne
Cloth/Hair Sim:
Jordan Harvey
Cloth/Hair Sim:
Scott Hubbard
Cloth/Hair Sim:
Daishi Takishima
2D Lead:
Matthias Bauerle
Compositor:
Aaron Baker
Compositor:
Matthias Bauerle
Compositor:
Herculano Fernandes
Compositor:
Manu Gaulot
Compositor:
Lane Jolly
Compositor:
Tingting Li
Compositor:
Carl Mok
Matte Painter:
Felipe Hansen
Matte Painter:
Pedro Lavin
Matte Painter:
Marie Hyon
Editor:
Loren Christiansen

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