Where “Mog’s Christmas Calamity” started

Sainsbury’s, on YouTube, Nov 12, 2015. It reached 6 platforms in 11 months.

LineageContestedKey steps, 12 of 16. Lines follow time and platform
Mog’s Christmas Calamity | Sainsbury’s Ad | Christmas 2015Sainsbury’sFirst postThe Guardian / TIMEPressSainsbury’s brilliant use of TV helped deliver their best Christmas everSainsbury’s / PHDTVPeakPlatform jumpBacklashOwner responseCommercialPlatform jumpPressCommercialAfterlifePatient zero