Fixmas
Agency: AKQA
Description
Design and innovation company AKQA, today launches its annual Holiday Card to celebrate renewal this festive season and presents Fixmas.gift - an environmentally conscious AI-powered DIY assistant called Fixie for a one-stop solution for all things repair. A live action hero film is also released today to inspire people to give the gift of repair.
Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. All powered by AKQA’s festive assistant Fixie, an easy-to-use AI repair-bot powered by iFixit and OpenAI.
Fixie can:
Help you troubleshoot common issues.
Outline DIY instructions with step-by-step bullet points for easy fixes.
Suggest planet-friendly options like recycling, selling, or donating.
Inspire people to engage in the Right to Repair movement.
To launch Fixmas to the world this holiday season, AKQA produced a live-action hero film. The heart-warming narrative revolves around the act of gifting cherished items, that were accidentally broken throughout the year, back to their owners on Christmas Day.
Ajaz Ahmed, Founder and CEO AKQA said “Fixmas embodies the spirit of the holidays with the gift of renewal. Our AI-powered companion Fixie encourages mending, repairing, and extending the lifespan of cherished belongings to reduce wastage and conserve precious resources. It’s the gift that keeps on giving.”
Every holiday season is a time of vast consumer spending that leads to increased financial strain for individuals. Amidst the unprecedented rise in the cost of living, families around the world can expect to spend up to 24% more on Christmas compared to 2022 according to WorldRemit’s 2023 study, with one in four UK adults likely to turn to buy-now-pay later schemes to afford Christmas. This is further to one in three Australian adults forecast to go into debt, and 25% of Americans still paying off holiday debt from last year.
This pattern of excessive spending and consumption, predominantly focused on new purchases, overlooks the potential of existing items, contributing to a disposable culture and environmental waste.
The film was created in partnership with multi-award winning new director Theo James Krekis and award-winning production company Knucklehead.
This professional campaign titled 'Fixmas' was published in United States in December, 2023. It was created by ad agency: AKQA. This Integrated medium campaign is related to the Agency Self-Promo industry and contains 1 media asset. It was submitted 5 months ago.
Credits
AKQA
Sam Kelly, Chief Marketing Officer, AKQA
Peter Lund, Chief Creative Officer, AKQA
Paul Ostryzniuk, Group Creative Director, AKQA
Laura Minton, Senior Producer, AKQA
Gemma Redgrave, Marketing Director, AKQA
Haley Hammerling, PR Director, AKQA
Sophie Korner, Designer, AKQA
Amy Dunne, Content Manager, AKQA
Gabrielle Westhead, Copywriter, AKQA
Joseph Knott, Marketing Production Assistant, AKQA
Caitlyn Whitton, Marketing Intern, AKQA
Fixmas.gift
Tim Devine, Executive Creative Director, AKQA
Adam Grant, Innovation Director AKQA
Veronica Tran, Senior Innovation Designer, AKQA
Josh Munn, Experience Design Lead, AKQA
Joshua Preston, Delivery Director, AKQA
Luke Ballantine, Technical Director, AKQA
Rachael Sneddon, Director Brand and Partnerships, AKQA
Jaehun Shin, Associate Data Science Director, AKQA
Matt van der Haas, Principal Developer, AKQA
Will Rossiter, Principal Developer, AKQA
James Bosworth, Senior Front End Developer, AKQA
Rosalind Skinner, Innovation Developer, AKQA
Scott Fairbanks, Associate Design Director | Sustainability & Innovation, AKQA
Thais Bristotti - Senior Experience Designer, AKQA
Karina Manumpil - QA engineer, AKQA
Fixmas film
Director: Theo James Krekis
Producer: Tim Katz @katztim
Agency: AKQA @akqa
Production Manager: Pollyanna Boyles @pollyannaboyles
Location Manager: Bill James
Security: Mark Green @greenscreenlocations
1st Assistant Director: Jack Green @1st_ad_jack
2nd Assistant Director: Alix Williams @Alixmerryn
Floor Runner: Jess Matthews @jessixamatthews
Floor Runner: Zoë Bradley @Zoe.bradleyy
Director of Photography: Arran Green @arrangreen
Focus Puller: Bradley Stern @Bradleystearn
2nd Assistant Camera: James Tilyard @jamestilyard
Camera Trainee/Video Assist: Max Bent-Marshall @maxmfilm
Key Grip: Brandon Lamteron
DIT: Rob Gilmour @roberto.gilmour
Camera / Prod Supplies Driver: Box Van Transport
Drone Operator: Stuart Butterworth
Sound Mixer: Marc Wojtanowski @mrwaterjetski
Gaffer: Orlando Riches
Electrician: Mackenzie Stretch @mackenzistretch
Electrician: Peter Tomasikiewicz
Electrician: Deimantė Sprainaitytė @deimantesprai
Electrician: Luke Halstead @lukeahalstead
Production Designer: Sam Barbic @sambaric
Props Stylist: Rebecca Du Pont
Prop Man: Simon Clifft @simon.clifft
Art Assistant: Marianna Grinev Branch
Set Assistant: Isis Hepworth Lloyd
Costume Designer: Edie Ashley @edieashley
Costume Assistant: Enzo Mederios
Hair & Make-Up Artist: Kate Kent @katekentmua
Hair & Make-Up Artist: Katie Evans @katieevansmua
Dog Handler: Charlotte Wilde @charlottewilde.tvanimals
Medic: Location Medical Services
Catering: Lord Of Poké @lordsofpoke
Casting: Hammond Cox Casting @hammondcox
Casting: Talent Talks Casting @talent_talks
Location: @Locationworks
Camera & Grip Equipment: Panavision @Panavisionofficial
Production Supplies: Get Set Hire @getsethire
Editor: Toby Dashwood
Grade: The Mill @millchannel
Sound Design: Thomas Heddy @tomthesoundviking
Music Supervisor: Sean Hogan @thehoganlondon
Soundtrack -
Artist: The Ink Spots
Track: If I Didn’t Care
Publisher: Warner Chappell
Label: Universal Music
Writers: Jack Lawrence
