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Mulberry riffs on ‘12 days of Christmas’ for seasonal campaign

Mulberry’s holiday campaign breathes new life into iconic Christmas carol, the ’12 days of Christmas’ this year, with a quirky and playful sing-a-long.

Mulberry's Three French Hens in its My True Love Gave To Me Christmas campaign
Mulberry’s Three French Hens for its My True Love Gave To Me Christmas campaign

Mulberry’s holiday campaign breathes new life into iconic Christmas carol, the ’12 days of Christmas’ this year, with a quirky and playful sing-a-long.

Directed by Charlotte Wales, the “My True Love Gave To Me” film focuses on taking poetic license in the visual expression of the 12 days. The “piper’s piping” for instance, turns to baking, while the “four calling birds” are models on their mobile phones.

“Mulberry is about embracing heritage and tradition, and then flipping it in an unexpected way,” says Mulberry creative director, Johnny Coca. “This time of year should be filled with love and laughter. We wanted to make people smile and leave them wanting to celebrate a very Mulberry Christmas.”

There are also all manner of Mulberry-references throughout the clips, naturally including its accessories and mainline collection.

The song itself is performed by Mercury Prize nominated band ‘The Big Moon’. It’s a fairly big step away from Mulberry’s 2016 campaign, which tugged at the heartstrings via an endearing story of love and acceptance played by child actors pretending to be grown-ups.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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