Cannes Lions

The Storytellers


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The Storytellers - a content-led social campaign to find and celebrate storytellers across the country.


‘The Storytellers’ set out to find and celebrate storytellers across the country, creating heartfelt content around storytelling and asking the public to take part by sharing their reading of Judith Kerr’s ‘Mog’s Christmas Calamity’ online.

We launched the content-led campaign with a call-to-action film outlining the campaign’s core message - that storytelling not only shares the joy of reading but also aids child literacy. We also partnered with Skype for a media first ad placement, allowing people to film and submit their reading within the ad itself.

The best submissions featured in a series of mini-films across the period and culminated in a final, nation’s reading of ‘Mog’s Christmas Calamity’. We premiered the film to customers online across social and paid media, and even created a special TVC version that aired nationwide on Christmas Eve.


‘The Storytellers’ gave Sainsbury’s a platform for continuous engagement across the busy Christmas period. Video content drove 3.14m views across Facebook, Twitter and YouTube.

The entire campaign, including Skype partnership and prime TV spots in the week before Christmas, reached a staggering 22m people – that’s 43% of the UK!

What’s more, by encouraging people to buy and read the book with their own families, we helped Save The Children raise over £1.5m to help improve child literacy in the UK.

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