ROLE: Group Creative Director (Social/Amplification)
🦁 GOLD LION WINNER 🦁 Integrated

Christmas 2024. The year we created festive ‘whodunnit’, that would change the shape of Christmas for Waitrose and open up a world opportunity to engage the nation in solving this delicious mystery.

A truly social first approach to one of the years biggest TV moments, we started by breaking the TV format by dropping the AV in two parts, three weeks apart. Giving us the opportuntity to create a social first campaign that would fuel speculation and create an unfair share of voice beyond the usual one-and-done campaign launch day.

From planting Easter Egg clues in the TVC, to a “Diary Room” (aka #lifegoals stocked Waitrose pantry), Detective Tapes from MMF, and creator amplification with Line of Duty’s stars, C4 Traitors and wannabe detective comedians. We blew up the conversation, and let the internet get busy to see who would solve the crime.