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
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.
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
Need a credit fix? Contact the Creativity Editors
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