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.