The Hesitation


The value of real-life experiences is growing and becoming increasingly precious. We have all the material possessions we need. Whatever we want, whenever we want it, so it’s no wonder more and more of us are choosing to gift experiences on occasions such as Christmas, and live life to the full.

Research has shown that despite living a concentrated digital life, younger audiences are rejecting needless and gratuitous material possessions in favour of genuine real life experiences adding richness to their life and creating unforgettable memories.

Smartbox, the European leader in gift experiences, today launch ‘The Hesitation’ a pan-European multi-channel campaign running over the Christmas period - a time when we are collectively scratching our heads and wondering what to buy our loved ones.

Directed by Julien & Quentin through international production company HAMLET, the 60” TV spot which is aimed at a younger audience than previous Smartbox campaigns takes us on a high energetic journey through a small selection of the hundreds of gift experiences available on Smartbox. The protagonist is deliberating on what experience to gift and imagines its recipient in a variety of experiences ranging from an underwater adventure scuba diving to thrill seeking skydiving to a more traditional massage, demonstrating that there really is something for everyone on the extensive experience gift platform.

‘The Hesitation’ will run on TV in France and Italy, Cinema in Belgium and Italy and Cinema and DOOH in Spain. It will also run across all media in Portugal, Denmark, Sweden, Norway and Switzerland.

Charles Tsakyrellis, Chief Marketing Officer, Smartbox Group said: "At Smartbox, we celebrate the growing value of real-life experiences. When we have everything we need and want at our fingertips, with a click of a button, the value of making memories and living life is increasing. With this new campaign, we wanted to show the vast range of experiences available and show that there really is something for everyone.”

All the transitions are made in camera, making it an exciting project to design and shoot. The desk that transforms into a massage table in the first scene was purpose built and is an example of the extensive set building the idea required.

This professional campaign titled 'The Hesitation' was published in France, Italy, and Spain in November, 2022. It was created for the brand: Smartbox, . This Film medium campaign is related to the Retail Services industry and contains 1 media asset. It was submitted about 1 year ago by Brooks: Zoe.


Client: Smartbox
Title: Hesitation

CEO Smartbox Group: Paola Pianciola
CMO Smartbox Group: Charles Tsakyrellis
Brand & Communication Director: Yasmine Semrani
Creative Director Smartbox Group: Jennifer Petithomme

Creative Director: Julien Martorell

Production Company: HAMLET, Paris
Director: Julien & Quentin
Executive Producer: Clément Martorell
Line Producer: Gilles Pinaudeau
Production Coordinator: Maud Folléa
Post-Producer: Ronan Rigoussen
Director of Photography:Fredrik Backar
Production Designer: Kris Lekov
Styling: Sergey Yordanov

Editor: Edouard Mailaender
Colourist: Nicolas Gautier
Music composer: Quentin Garabedian
Sound Design: Quentin Garabedian, Antoine Cebere

VFX Company: Everest Studio
VFX Supervisor: Thomas Espinosa
Service prod.: B2Y
Photographer: Nicolas Prado

ABB (Azerbaijan...


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