Luxury brands don't often use humor to advertise their wares, but Mulberry does so to brilliant effect in this festive online campaign. The film, by agency-of-the-moment Adam & Eve/DDB, concerns an ultra-competitive family group and an excruciating gift-unwrapping session. A girl opens her presents one by one, with each more ridiculous and over-the-top than the next. A handpainted portrait, a puppy that waves, even a unicorn. But guess what Grandma's gift is? A pink Mulberry Bayswater bag -- which turns out to trump them all.
The campaign will also include press, digital, in-store window displays, social competitions and a website app featuring a Christmas gift finder.