It's the little things in life that matter - and yet they are often forgotten because they get lost in the noise, hectic pace and stress of everyday life. Nevertheless, this sentence could be the guiding principle for the REWE Christmas campaign. Because here, the little things are transformed into subtle gestures that make the world around us a little bit better. The campaign was launched on 5 December and will run for four weeks on all channels.

The Christmas advert tells the story of people and moments in which mindfulness and empathy make the world seem friendlier for everyone: helping to carry shopping bags, letting someone in front at the supermarket checkout or looking out for others in traffic. Small gestures that make a big difference in those moments. And in the end, all the gestures come together to form a story in which REWE Feine Welt also plays a role as a private label and provides moments of inspiration and enjoyment within the campaign.

"We have one of the most difficult years in recent history behind us. We have all found it difficult to keep a smile on our faces during these times. Yet we can all make a small contribution - a subtle gesture - to make the other person smile. And these gestures don't even have to cost a lot, on the contrary. We want to encourage this with our Christmas campaign," says Clemens Bauer, Head of Marketing.

In addition to the protagonists in the video, REWE itself is also making fine gestures: the digital "REWE Christmas tree" offers the chance to win valuable prizes totalling 250,000 euros. The REWE Christmas tree is also a platform where people who deserve a fine gesture can be nominated. The "REWE Feinachtsbaum" and all information about the campaign can be found at rewe.de/feinegesten