One Big Family - Zippy | Clapboard Ad Archive

The One Big Family campaign for Zippy, launched in Portugal in 2019 by agencies Stream and Tough Guy, harnesses a simple yet profound concept to embody the brand’s commitment to inclusivity and unity within the retail services sector. This film centers on 49 children whose names collectively form the lyrics to Bill Withers’ Lean on Me, a choice that shifts the casting focus away from conventional markers such as appearance or gender to a meaningful, unifying criterion that reflects the natural innocence and openness of childhood. By doing so, Zippy’s campaign portrays a world where children recognize no divisions based on race, religion, gender, or socioeconomic status but instead see the potential for friendship and connection, aligning perfectly with the spirit of International Children’s Day. This approach situates the campaign within Clapboard’s FORMAT#10 ASSOCIATED USER IMAGERY, as it showcases aspirational and relatable imagery of children as joyful, unified users of the brand, without resorting to a problem-solution narrative or overt product demonstration. The emotional storytelling invites a global audience to engage with Zippy’s values of diversity and togetherness at a time when societal polarization is increasingly prevalent. The campaign’s resonance prompted Zippy to relaunch it on a global scale, underscoring the universality of its message that we all belong to one big family despite our differences. The film’s heartfelt visuals combined with the symbolic power of music and the use of children’s names as lyrical elements elevate this advertising effort beyond simple promotion into a purposeful dialogue about empathy and community. Clapboard rates this campaign 76/100 in its global creative archive. One Big Family matters to the industry because it demonstrates how retail brands can authentically embed social values into their communications, creating campaigns that foster inclusivity and emotional connection while transcending traditional marketing tactics.