MULBERRY shows us that “It’s What’s Inside That Counts” in their 2016 Soap Opera Holiday Campaign


Every family experiences the dysfunctional get together for the holiday’s, where arguing and bickering occurs, forgetting the importance of love and spirit during this time of year. Mulberry creates a relatable soap opera version of a flawed family. Directed by Albert Moya and written by Hugo Guinness, shot at West Horsley Place in Surrey. The film features sisters who argue, a mother who criticizes everyone and a brother with a secret- all played by children returning to their childhood home. The objective of this is to portray how the real meaning of Christmas gets lost in all the chaos, which triggers the family to realize that in the end “it’s what’s inside that counts”.

When I was a kid, all that I wanted to do was to be grown up so I could be like my dad. Now that I am an adult, I just want to be a kid again! Christmas brings out the kid in all of us, and this is what I love about using children to tell our story this year.

- Johnny Coca, Create Director

Similar to last year’s holiday campaign that unfolds on the night before Christmas with an act of generosity, this years includes one of the girls deciding to give her sister her adored Mulberry Bayswater bag. Since it was a last-minute decision, she only manages to wrap it using pieces of leftover paper. While admiring the badly wrapped gift, she stops to consider: “It’s what’s inside that counts”.

Using children as adults to get the message of love and kindness across brings warmth and unexpected humor to the family dynamic. While watching part one of the holiday film, The Impression sees the child actors as a way to warm your heart and bring light to why family matters, regardless of how dysfunctional they may be.



Agency | Rookery Production
Creative Director | Johnny Coca
Director/Art Director | Albert Moya
Writer | Hugo Guinness
Director of Photography | Yorick Le Saux
Actors | India Jazz, Beau Gadson, Darcey Brown Sutton, Catherine Williams Boyle, Stanley Shelton, Tommy Fletcher McMeekin
Musical Score | Au Revoir Simone
Sound Recordist | Felipe Pinhero
Production | Image Parternship
Costume Design | Bart Cariss
Set Design | David White
Location | West Horsley Place in Surrey