The 2017 Christmas campaign for Christ was called "Magic Christmas" and the POS communications used 3D "MAGIC" lettering enhanced with silver Christmas balls, reminiscent of old illuminated advertising. This was combined with different radiographed snowflakes to give a nostalgic winter look and feel.
Three different spots were created, directed by Wolf Gresenz, targeting three different consumer groups. Guido Maria Kretschmer played the main role in the spots, promoting his new diamond collection with Christ. The spots were used in-store by all Christ branches throughout Germany, on TV, in advertising (OOH campaigns), online and in various social media applications. Making-of video by Roddy Ziebell, Berlin.
Making of Christmas TV spots 2017