Following the Success of Last Year’s Collaborative Campaign, Shaun and His Flock Return for the Season of Giving
Barbour has announced the return of Shaun the Sheep and his flock for the brand’s 2024 Christmas campaign, following last year’s success. This holiday season, the British heritage brand shifts focus to its range of accessories, promoting a theme of gifting warmth for the winter. Alongside the campaign, Barbour is releasing a limited edition of 30 Re-loved Shaun the Sheep-inspired wax jackets, with all proceeds going to Oxfam.
This year’s festive film, crafted in Aardman’s Bristol studio, captures the spirit of the countryside brand through stop-motion animation. The storyline follows Bitzer, the Farmer’s loyal dog and Shaun’s best friend, as he tries to lead a very chilly choir of sheep through Christmas carols. As their voices falter in the cold, Bitzer rushes to fetch Barbour accessories, bringing hats and scarves that warm both the flock and the farm. The characters soon feel the cozy touch of Barbour, singing joyfully to complete their carol.
In a nod to sustainability, the 2024 campaign follows up on last year’s initiative promoting garment longevity. Barbour has produced 30 unique Re-loved jackets, each incorporating Shaun the Sheep-inspired elements, such as faux shearling lining, Shaun pins, key rings, and front pocket embroidery. The collectible jackets will be hidden in Oxfam stores across the UK, inviting fans to discover them in a “treasure hunt” fashion, with the option to also purchase on Barbour.com. Funds raised will support Oxfam’s efforts around the world.
“After the success of last year’s campaign, we are excited to be collaborating with Aardman for another year,” said Paul Wilkinson, Group Commercial Director at Barbour. “A British brand that shares our core values of craftsmanship, attention to detail, and quality. The Barbour and Aardman customer is multi-generational, which was a big part of the inspiration behind this campaign. This year we are pleased to support Oxfam, giving 30 people the opportunity to purchase a unique, limited-edition Barbour x Shaun the Sheep Re-loved wax jacket with all proceeds going to the charity.”
Aardman’s Senior Brand Manager, Rachael Peacock, added, “We’re delighted to launch the next festive Shaun the Sheep adventure for Barbour. These iconic British brands share strong values of quality, craft and a shared love of the outdoors. Shaun and the flock have never looked better than in Barbour!”
