Nov 18, 2019
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Boden celebrates UK hospital staff in festive campaign

Nov 18, 2019

Boden’s Christmas campaign sees the upmarket British brand give a festive fashion makeover to a group of doctors, nurses and hospital staff who often miss out on end-of-year celebrations.


The video campaign continues the brand’s mission to ‘Wear The Joy, Share The Joy’ with a feel-good creative that celebrates ‘the real’ stars of Christmas.

Johnnie Boden, founder of Boden said: “For most of us Christmas Day is all turkey and too much over-indulgence. But for those on the healthcare frontline this festive season, the reality is very different. That’s why our ‘Wear The Joy, Share The Joy’ campaign is about celebrating and giving something back to the real stars of Christmas.”

‘The Christmas period is tough for NHS staff,’ says Joe Blunden, a patient experience manager, one of the nine UK hospital staff who feature in the campaign.

Many UK healthcare workers will be working up and down the country this festive season to keep hospitals and emergency services fully functioning. 
Boden said numerous men and women of the healthcare service have admitted to not having enough time to shop for new partywear outfits.


As a way of saying thank you for their relentless work, the clothing brand hosted a surprise party for eight men and women, who were then styled by a team of in-house stylists with the latest festive fashion.

“This is a lot more glamorous than I normally feel at work… I only get one weekend off in seven so it’s going to be a big deal wearing this to the party,” Nadine Davison, an A&E nurse at King’s College Hospital London, says in the promotional video.

Boden is one of many fashion brands releasing their Christmas holiday campaign ahead of the crucial trading period. John Lewis, Marks & Spencer and Burberry are some of the retailers looking to capture the audience’s imagination with big budget ad efforts.

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