Behind the scenes of Nordgreen’s Christmas Video, ‘#ItsAboutTime’

Months of planning, weeks of scheduling, and days of filming have resulted in one final video
concept that Nordgreen is proud to present this holiday season. But let’s start from the
beginning.

As early as September, we knew we wanted to do something special for the holidays. Many
companies capitalize on the holiday season for sales, pushing last-minute discounts and
holiday-themed product. This only serves to add to the chaos and frenzy of the Christmas
season. Our ability to enjoy what matters most during the holidays is hindered by
advertisements, promotions, and pressure to buy. It’s as if we feel we can only express our
gratitude for the ones we love through the expense of the gifts we buy for them. We wanted
to change that.

When brainstorming the idea for the video, it was important to us to not only create
something different from other typical company holiday campaigns, but to also give the
people involved a special holiday experience while doing so. We wanted to feature real
people with real connections, and remind them what it truly is about the holidays that makes
them so special.

To do so, we cast various pairs–siblings, significant others, colleagues, parents and their
children–and secretly interviewed one of them ahead of time, asking them about a special
memory they had with their partner. We then showed these videos on an iPad to their
partner, and recorded their genuine reactions. This is what you see in the final video.

Our Creative Director Line getting ready to conduct one of our Danish interviews

A behind-the-scenes look at our team on the set. The video was actually filmed in an
apartment–the windows have been blocked to keep the lighting consistent throughout the
day.

All in all, we hoped that this video would help kick-start a conversation about the importance
of prioritizing time. As Nordgreen founders Pascar and Vasilij put it, “the inspiration for this
campaign came from us wanting to show our current and future customers one of the key
pillars of our core brand identity: caring about others. We wanted to break from the
stereotypical sales pitch that only encourages materialism through the holiday period and
replace that with celebrating the thing that matters most–not just to our company but to all
lives in general: time.”

Be sure to watch it here, and don’t forget to share with those you hope to spend more time
with this Christmas.