With thousands of people unable to return home this Christmas, Villa Maria Estate has launched a campaign that captures the sentiment of the upcoming holiday season where the only option to connect with friends and loved ones between New Zealand and the world is from afar.
Showing a real-life family celebrating the holiday season, the home video-style content shows children excitedly unwrapping gifts, while dad carves the Christmas ham, grandad shares a joke, family photos are taken, and glasses of Villa Maria wine are poured. Acknowledging the impacts of Covid-19, and how thousands of families are unable to be reunited with loved ones across the border this year, we then see grandad connecting with his daughter and granddaughter via video. A touching tribute, it is a moment for many to reflect on.
Connecting virtually with her own UK-based family is more poignant this year than ever, said Sarah Szegota, Head of Marketing and Communications for Villa Maria.
“The creative is relatable for so many of us at Villa Maria, and we believe it will be for many families around the world. Villa Maria is enjoyed by millions of consumers globally and no matter where in the world you are, wine plays a role in quality time and special moments in people’s lives. This year has been unique, but the importance of sharing moments with loved ones endures, regardless of time zones and distance. Just like the family in the video, I’m sure I won’t be alone when raising a glass ‘to next year’.”
Dean Taylor, CEO and Founder of Contagion, Villa Maria’s creative, media & digital agency partner that worked on the campaign, also feels a personal connection with the creative saying, “There are millions of people this Christmas who won’t get to see their loved ones, including my 80-year-old Mum in the UK who gets teary while seeing her grandkids over Zoom. This year many moments have been lost and we need them more than ever. Villa Maria is a key part of many family moments, so we wanted to remind people that being together is everything, even when they can’t actually be there. Just ask my Mum.”
Launched at the weekend, Villa Maria’s campaign will be shared with consumers in New Zealand, Australia, Canada, the UK and USA all the way through the holiday season, to encourage friends and families to make those video calls, raise a glass and share special moments from afar.