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Homeware brand Tekla Fabrics has launched a new campaign that brings the festive spirit in time for the holidays.
The campaign is marked by a stop-motion animated spot directed by Blinkink's Jack Brown, which follows the story of The Patchwork Bear as it explores a Tekla store on a cold holiday eve.
Inspired by the children's stories of legendary Danish author Hans Christian Andersen, the beautiful advert serves as an ode to his body of work, referencing figures in his iconic fairytales.
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Notably, the patchwork bear, the landscapes, and the set were all created using Tekla fabrics.
"What an amazing little project this was, and for such a great brand. Tekla was such a cool client to work with. I suggested making the whole ad out of their fabrics and within 24 hours, there were boxes of beautiful fabrics being delivered for us to cut to pieces.
Everything you see is about the size of an A4 sheet of paper and all hand cut, stitched and animated by a very small team of very talented people," Brown shared in a statement.
With Tekla's own fabrics taking the spotlight in the brand's spot, the company is able to showcase not only its products but also its unique brand identity.
A Bear's Journey
The 40-second Christmas spot kickstarts with The Patchwork Bear flying with its magical umbrella and landing in front of a Tekla store.
The bear then wipes the fog off the store's windows and takes a peak inside.
Upon entering, it's welcomed by a colorful fabrics. The bear jumps into a drawer and suddenly finds itself surrounded by Tekla gift bags.
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The Patchwork Bear uses a gift bag to climb a tall bed made out of Tekla sheets — a reference to the fairytale "The Princess and the Pea" — and sleeps peacefully inside a gift box, closing the spot.
Because the holiday season brings out the children in all of us, brands tend to rely on animation to make their commercials appeal more to their target audience.
Previously, Starbucks launched its own animated spot that touts its store as a place of calm and quiet amid the holiday rush.
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