Directed by Albert Moya and written by Hugo Guinness, the man behind The Grand Budapest Hotel, Mulberry's Christmas campaign is as cute as they come. Shot at West Horsley Place in Surrey, It's What's Inside That Counts tells the story of a traditional Christmas revolving around a British family consisting of a fault-finding mother, bickering siblings and a son with a secret—all played by child actors, bringing warmth and an endearing dose of comic to the film. As the first part of the story closes, we see one of the characters deciding to give her sister her brand new Mulberry Bayswater bag. This gift is wrapped in leftover paper, proving that 'it's what's inside that counts'.


"When I was a kid, all that I wanted to do was to be grown up so I could be like my dad. Now that I am an adult, I just want to be a kid again! Christmas brings out the in kid all of us, and this is what I love about using children to tell our story this year," says Johnny Coca, Creative Director of Mulberry.


Part I of It's What's Inside That Counts was released last week, with Part II to follow later this month. Watch the first part of the story here:

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