THE WORKS
Santa Pause
The Works came to us with a challenge: create a social-first campaign that got families off their screens and spending quality time together over Christmas.
So I created Santa Pause: an ordinary dad who discovers he can pause time with items from The Works, on a mission to share the gift of quality time.
I didn’t want to just post content on social, but to inspire people to get social and spend time together in the process. So we kicked off the campaign by creating mysterious Instagram & TikTok accounts @therealsantapause, and hiding gifts of time across the country, addressed from Santa Pause.
After sparking nationwide buzz, we revealed Santa Pause’s identity and crowned him The Works’ Chief of Time Well Spent.
TEASE PHASE
After creating a mysterious new social profile, we hid gifts from Santa Pause all around the UK, driving up mass conversation. We even got a TikTok detective onto the case.
LAUNCH PHASE
Once we had drummed up conversation, we created a fake ‘discovery’ video where a Works team member caught Santa Pause in the act. Then with his identity revealed, The Works officially invited him to be their ‘Chief of Time Well Spent’ to share his gifts of time with the nation.
SUSTAIN PHASE
With Santa Pause on board, we turned him into the main character of Christmas by creating a suite of comedy social parodies.
A Day in the Life of Santa Pause
12 Questions (Vogue Parody)
How I became Santa Pause