"Instead of kicking your tree to the curb; get creative,” said Lifelong Crush chief creative officer Derek Blais in a LinkedIn post sharing a new year-themed ad for Lee Valley Tools.
The spot is a part of the brand’s “Let’s Do Something” platform, which Lifelong Crush partner and CCO Christina Yu helped launch in 2020. Both Blais and Yu
The spot is a part of the brand’s “Let’s Do Something” platform, which Lifelong Crush partner and CCO Christina Yu helped launch in 2020. Both Blais and Yu
joined Lifelong Crush last year, with Yu bringing the Lee Valley assignment with her.
The platform inspires consumers to use Lee Valley Tools to make their own crafts, which is why the new 30-second ad recommends saving the wood from your Christmas tree this year, rather than simply sending it to the chipper.
Yu said that it’s the brand’s way of doing something about the millions of Christmas trees that get kicked to the curb every January.
The ad itself is simple, leaving it up to customers to envision a tree’s potential. The focal point is a man going through the process of sawing his Christmas tree into parts, while a narrator says, “Christmas trees give us so much joy, then we give them to the chipper. But if you let them, Christmas trees can keep on giving. From crafts to carvings, there’s plenty of possibilities.”
Produced in-house, with Division for colour, VFX and finishing, the video is punctuated by satisfying sound bites of a tree branch snapping, and the saw making its way through the wood, before concluding with a super that reads “give your Christmas tree a second life”–followed by small illustrations of hand-made creations made from the tree, including a wreath, a wooden reindeer, a car freshener, and a bird house.
Hype PR handled media relations for the campaign, earning the brand several national morning show segments as well as broadcast spots in which handyman Carson Arthur demonstrates the ways in which your Christmas tree can be repurposed.
Lee Valley Tools’ president and COO Jason Tasse said that the creative idea was inspired by the true magic that unfolds when individuals are inspired to create with their hands. “Our goal is to facilitate the ‘look what I made’ moment, a genuine expression of joy that comes from engaging in hands-on activities,” he said.
To encourage participation, the company also launched a social media contest encouraging consumers to share photos of current or past DIY projects created from their Christmas tree using the hashtag #LVSecondLife. “By encouraging people to explore their creative potential, we aim to foster a sense of accomplishment and pride,” said Tasse.
[videopress 1hkXY6Ue]
The platform inspires consumers to use Lee Valley Tools to make their own crafts, which is why the new 30-second ad recommends saving the wood from your Christmas tree this year, rather than simply sending it to the chipper.
Yu said that it’s the brand’s way of doing something about the millions of Christmas trees that get kicked to the curb every January.
The ad itself is simple, leaving it up to customers to envision a tree’s potential. The focal point is a man going through the process of sawing his Christmas tree into parts, while a narrator says, “Christmas trees give us so much joy, then we give them to the chipper. But if you let them, Christmas trees can keep on giving. From crafts to carvings, there’s plenty of possibilities.”
Produced in-house, with Division for colour, VFX and finishing, the video is punctuated by satisfying sound bites of a tree branch snapping, and the saw making its way through the wood, before concluding with a super that reads “give your Christmas tree a second life”–followed by small illustrations of hand-made creations made from the tree, including a wreath, a wooden reindeer, a car freshener, and a bird house.
Hype PR handled media relations for the campaign, earning the brand several national morning show segments as well as broadcast spots in which handyman Carson Arthur demonstrates the ways in which your Christmas tree can be repurposed.
Lee Valley Tools’ president and COO Jason Tasse said that the creative idea was inspired by the true magic that unfolds when individuals are inspired to create with their hands. “Our goal is to facilitate the ‘look what I made’ moment, a genuine expression of joy that comes from engaging in hands-on activities,” he said.
To encourage participation, the company also launched a social media contest encouraging consumers to share photos of current or past DIY projects created from their Christmas tree using the hashtag #LVSecondLife. “By encouraging people to explore their creative potential, we aim to foster a sense of accomplishment and pride,” said Tasse.
[videopress 1hkXY6Ue]
