For Christmas 2020, Sobeys wanted to reconsider what family encompasses. Is it just the people you’re related to - or being connected to the broader community? In a tough year, with so many going through so much - we wanted to show a simple, meaningful story of the things - the actions - that still bring us together. This spot launched the ‘Greatest Gift is Family’ campaign - Sobeys most successful campaign to date.

Art Direction: Sherry Tang