Baabour and Shaun the Sheep are back in light-hearted Christmas campaign via Aardman

In the lead-up to Christmas, Campaign Brief is shining a spotlight on the season’s most anticipated campaigns from around the globe. As these campaigns roll out, we’ll be rounding up the highlights to keep you in the loop.

Having successfully patched up The Farmer’s waxed jacket last year, Shaun the Sheep and his flock are back for more adventures with Barbour, as part of their 2024 Christmas campaign. This time, leading heritage and lifestyle brand, Barbour, focuses on its unique and much-loved accessories, with a message of giving the gift of warmth this Winter. Alongside this year’s advert, Barbour has created 30 limited edition Re-loved Shaun the Sheep inspired wax jackets, with all proceeds going to Oxfam.

Created by the talented team at Aardman, using their trademark stop-motion animation, this year’s seasonal film has been carefully crafted in their Bristol studio, bringing Barbour to life on Mossy Bottom Farm, once again.

Funny and heart-warming in equal measure, the film sees Bitzer – The Farmer’s devoted dog and Shaun’s best friend – attempting to conduct a very cold choir of Shaun and his flock through some Christmas carols. As their ‘baas’ begin to freeze, Bitzer has an idea – rushing off on his bike and returning with gifts from Barbour. All wrapped up in their Barbour hats and scarves, the flock (and the farm around them) feel the magical warmth of the British brand’s quality accessories, as they merrily sing their way to the end of their carol.

Forever synonymous with the British countryside, family-owned Barbour has been keeping its customers warm for over 130 years. Whether it’s wind, rain or snow this winter, Barbour’s clothing and accessories combine years of expert craftsmanship with timeless design.

With a tasteful nod to last year’s campaign which demonstrated the importance of extending the life of garments, this year, Barbour is producing 30 Re-loved jackets, as a follow on from the Re-loved partnership with Glastonbury and Oxfam earlier in the year. Each of the Re-loved jackets will be totally unique and incorporate Shaun the Sheep inspiration including faux shearling lined inner, cuffs and full collar. A ‘Baabour’ Shaun pin badge will also be incorporated, alongside a Shaun the Sheep key ring and embroidery to the front pocket making them truly collectable items.​ The jackets will be sold by both Oxfam stores and Barbour.com, with the limited-edition jackets ‘hidden’ in various Oxfam shops across the country for lucky treasure hunters to find and buy. All of the money raised from the jackets sold will go to help Oxfam’s lifesaving work.

Paul Wilkinson, Group Commercial Director at Barbour said, “After the success of last year’s campaign, we are excited to be collaborating with Aardman for another year. A British brand that shares our core values of craftsmanship, attention to detail, and quality. The Barbour and Aardman customer is multi-generational, which was a big part of the inspiration behind this campaign. This year we are pleased to support Oxfam, giving 30 people the opportunity to purchase a unique, limited-edition Barbour x Shaun the Sheep Re-loved wax jacket with all proceeds going to the charity.”

Rachael Peacock, Senior Brand Manager at Aardman added, “We’re delighted to launch the next festive Shaun the Sheep adventure for Barbour. These iconic British brands share strong values of quality, craft and a shared love of the outdoors. Shaun and the flock have never looked better than in Barbour!”