Directed by The Graft’s award winning Joseph Khan, with Mariah Carey secured by Europe’s leading independent talent broker, Talent Republic (both represented by ENID), and created by Abbott Mead Vickers BBDO, Walkers’ largest Christmas campaign to date follows Mariah Carey as she performs her classic tune ‘All I Want for Christmas Is You’ onset, 25 years after the song was first released. The campaign is part of a wider strategy from Walkers to create “talkability” and “rejuvenate the brand”, and has garnered widespread positive international press pick-up and over 11 million views on Twitter within 48 hours of posting.
Following on from Talent Republic’s success in casting and securing the iconic Spice Girls for Walkers’ previous campaign, ‘Superfan’, for the Christmas campaign they worked with multiple parties including Walkers, AMVBBDO, Roc Nation, and Sony Music UK to ‘help’ develop and deliver a fully integrated a fully integrated campaign across TV, online, social and POS.
Talent Republic are known for their creative and strategic thinking to identify and secure famous international names for agencies and brands. Headed by CEO Anne Batz, they cover A-list talent from film, TV, fashion, music and sport, as well as global influencers and rising stars, working closely with clients and offering a bespoke and highly personalised approach on a broad spectrum of briefs. Not representing any Artists themselves, Talent Republic’s goal is to impartially secure the best possible name for each brief, at their most optimum time and on the most favourable terms.
Director Joseph Kahn is widely recognised for his extensive body of work in the commercial, music video, and feature film worlds. Kahn’s videos have been commissioned by some of the biggest artists in entertainment, including Mariah Carey, and he has directed commercials for top international brands for over 15 years. His latest feature film, ‘BODIED’, was produced by Eminem and premiered at Toronto International Film Festival last September.