Sainsbury's Launches Its Own 'Life in a Day' Documentary for Christmas

Fifty-Minute Film Directed By Oscar Winner Kevin MacDonald and Produced out of RSA

Published On
Nov 13, 2013

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Not to be outdone by its rivals such as Marks & Spencer, John Lewis and Tesco, U.K. supermarket chain Sainsbury's is to launch a YouTube documentary, directed by Academy Award winner Kevin MacDonald (The Last King of Scotland, Touching The Void) as its festive offering.

The retailer will devote a number of its pre-Christmas TV spots to clips from the documentary, which was produced by Ridley Scott Associates and Scott Free London. The 50-minute film, fully funded by the retailer, is made up of clips from home videos of people celebrating Christmas Day. It took 14 months to create from over 360 hours of real footage submitted by 114 families all over the UK. The campaign takes inspiration from the Google crowdsourced film Life In A Day, which Mr. MacDonald also directed and Mr. Scott produced. It too used real video clips and received over eight million YouTube views.

The film launches on November 29 on YouTube (with a premiere on November 28 at the Bafta cinema in London).The launch comes as Sainsbury's announces it has overtaken Asda to become the U.K.'s second largest retailer, behind Tesco, for the first time in a decade.


Nov 13, 2013
Agency :
Abbott Mead Vickers BBDO-London
Brand :
Client :
Creative Director :
Tony Strong
Creative Director :
Michael Durban
Copywriter :
Phil Martin
Copywriter :
Mike Hannett
Art Director :
Colin Jones
Agency Planner :
Craig Mawdsley
Agency Planner :
Sophie Lewis
Agency Planner :
Cat Wiles
Agency Account Person :
Gemma Findlay
Agency Producer :
Suzy MacGregor
Media Agency :
Omnicom Media Agency, PHD
Media Planner :
Charlotte Wells
Production Company :
RSA Films
Production Company :
Scott Free Films
Production Company Producer :
Debbie Garvey
Post Production :
The Lab
Audio Post Production :

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