Giant Tiger's Singing Suprises Prove its Holiday Gifts Have a Lot to Say

Giant Tiger Stores Limited, the leading Canadian discount retailer, is launching their 2022 holiday campaign and staking their claim as the destination for unexpected, delightful and on budget holiday gifts this season.

Giant Tiger is known for its great prices and with a single visit to one of its over 260 locations across Canada, or to Gianttiger.com customers will discover that the stores are filled with items guaranteed to surprise everyone on their holiday list. This season, with their 'Gifts that say more. For Less.' campaign, created in collaboration with Toronto agency, john st. they decided to focus on what makes them unique – a store full of one-of-a-kind gift ideas, that speak to the customers a lot more than the typical holiday go-to’s. 

“The amazing thing is that you never know what you’ll find in a Giant Tiger. Our aisles are filled with unique items that will charm and captivate both gift givers and receivers.,” says Joey Diaz, executive vice president, chief merchant at Giant Tiger Stores Limited. “We wanted to stand out from the sea of twinkly lights consumers always see this time of year. And to do that, we realised all we needed to do was bring our product to life. Literally.”

With the 'Gifts that say more. For Less.' campaign Giant Tiger hopes to put a smile on the faces of Canadian holiday shoppers with a series of quirky videos with bespoke holiday tunes to match. “We wanted to create a campaign that captured the fun personality of the brand and introduced it to a whole new audience.” says Jamie Marcovitch, executive creative director, john st. “We had just the right partners to help bring it to life with direction and animation by BITT/1stAveMachine, and music by Pirate Toronto…good luck getting these songs out of your head.”. 

The campaign will also be supported through out-of-home, digital, and social across both French and English markets in Canada. Wavemaker led the media planning while john st led the campaign creative idea and production.