In the grotto of Fast-Moving Consumer Goods (FMCG), where Christmas campaigns are a battlefield of snowmen, Santas, reindeers, and jingle bells, it’s crucial to stand out creatively. But how can you make a lasting impression when everyone else is treading the same well-worn path?
Standing out at the Christmas fancy dress party
Imagine planning your Christmas campaign as if you were invited to a fancy dress party. You’ve got a theme, a fixed date, and probably even a budget. Your goal?
To make a memorable impact.
At such parties, you can expect to see a sea of elves, a Santa or two, perhaps even some reindeer, and plenty of folks who hastily grabbed cheap cotton Christmas sweaters during their lunch breaks. You certainly don’t want your brand to blend into this holiday crowd.
But how can you appear as if you’ve put in some effort when your budget doesn’t stretch to Michael Bublé or Pixar-level animation?
Embracing Creativity at Christmas
Christmas is a time when creativity can outshine those who are simply willing to outspend you. I often think of Christmas advertising as a kind of arms race. Some major supermarket brands and a well-known department store roll out epic productions, seemingly right after the previous year’s Twelfth Night celebrations.
Of course, these efforts sometimes have unintended halo effects that can unite and divide diverse audiences, such as a certain venerable chain store discovered with the launch of its create campaign this year. Christmas belongs to everybody, and it is always a perennial marketing challenge to please all of the people some of the time – especially if that happens to be the most wonderful time of the year.
This tells us that consumers on every side of the cultural divide are becoming more discerning. In these trying times, everyone appreciates brands that convey humility and homespun values.
Aldi’s Kevin the Carrot
Take Aldi’s Kevin the Carrot, for instance. Why reinvent something that people already love? Instead, build an emotional connection that people eagerly anticipate rediscovering each year. Just as I look forward to watching ‘The Snowman’ and Raymond Briggs’ enchanting pencil animations.
Ordnance Survey’s timeless Christmas campaign
This brings me to Anything is Possible’s timeless Christmas campaign for Ordnance Survey.
Notice how we’ve integrated creative thinking here? We’re genuinely thrilled to see this campaign return for a second year. Even just examining this case study fills me with the tingling excitement of Christmas.
When exploring creative avenues for Christmas campaigns, consider looking beyond the usual Christmas tropes. We explored the realm of paper and realised that Ordnance Survey holds a unique claim to the power of paper as the foremost mapper of the United Kingdom.
On a scorching day in September 2022, we constructed a paper ‘Winter Wanderland.’ If only the Christmas wrapping paper my children would tear into mercilessly in 31 days (as of this post) were as versatile and reusable.
So, whether it’s Christmas or any other time of year, seek ideas that are both universal and unexpected. Find concepts that can be revisited and repurposed for different messages and media, all while inspiring wonder and emotion.
Discover how Anything is Possible can infuse your brand or organisation with creative imagination and flair to help it stand out in a crowded world, regardless of the season. We’re eager to assist you in harnessing the power of creativity to your advantage.
