PLUS Supermarket briefed us to create their very first people driven - rather than product driven - Christmas ad. The agency's idea was to make something emotional, authentic and perhaps more true-to-life than the norm.

As the supermarket's brand line and strategic mission is to eat well, the Christmas twist on this line was to eat well together. The aim was to make this come to life in an inclusive way that anyone and everyone in the Netherlands could relate to. This led us to focus on a co-parenting family, and to tell the tale of a little girl with separated parents.