‘Toys that take them places’ is the theme of a new multi-media campaign for Very.co.uk to promote the online retailer’s toy range in the run-up to Christmas.The campaign, devised by St. Luke’s, features a 30-second TV commercial and marks the first time Very, which is best-known for fashion, has focused exclusively on toys, in an above-the-line campaign. Part of Shop Direct, Very is the UK’s second largest pure-play online retailer.In the brand commercial, 'Toybox', directed by Chris Balmond from Outsider, a little girl is transported by her imagination into a magical world in which she can be anything she wants to be – inspired by her favourite toys from Very.The campaign also includes a suite of idents, an online film and content for OOH, DOOH, VOD, social formats and digital banners.CreditsShop Direct, Very.co.ukSylvia Woon, Chief Marketing Officer, Shop Direct GroupAndrew Roscoe, Head of Brand, Sponsorship and Celebrity, Shop Direct GroupKim Pritchard, Senior Advertising Manager, Shop Director GroupAgency, St. Luke’sJulian Vizard, Creative PartnerHannah Williamson, Art DirectorJo Boyle, CopywriterDan Hulse, Planning LeadLaura Harris, Business LeadEmily Gill-HEginbotham, Senior Account ManagerChloe London, Agency ProducerVizeum, Media AgencyOutsider, Production CompanyChris Balmond, DirectorJeremy Bannister, ProducerSuzy Davis – Final Cut, EditorElectric Theatre Collective, Post-productionArianna Maniscalo, VFX ProduderIain Murray, VFX SupervisorLewis Crossfield, ColouristNative Music Supervision, Music ConsultantLady Bri, “Just Watch Me Now”, music trackMunzie, Grand Central, Audio post-production