What we know works when it comes to holiday advertising: doorbusters (flat screens, Elmo-things), mawkishness (diamonds, freeze-dried coffee) and nostalgia (gardens, malls and chemistry; see below). We chose the latter for a few campaigns this season because it doesn’t mind being modernized and it makes for terrific emotional currency.
One of the biggest draws of the year in these parts is a Longwood Christmas: the curation of artisanal horticulturalists, Bellagio-grade musical fountain shows and the emotional wattage of HGTV’s Light Fight: it’s truly a destination to behold. We chose to bank on the breathlessness of tradition itself–the pulling on of woolly hats, the portrait in front of that same tree–to inspire locals and bus trippers alike to put Longwood Gardens in their holiday rotation.
We also walked down memory lane for Suburban Square again this year, with wistful social, transit and on-mall reminders to shop and linger, including our secret weapon: a seasonful of festive events designed to lure the parents and exhaust the toddlers (dueling ice carvers and cupcake decorating, anyone?). With hand-type flair and cheeky copy, we struck a tone that’s old-school and cozy yet urbane (so Main-Line.)
And because soil remediation specialists are people too, we crafted this beauty for our PeroxyChem client, full of sustainable renderings of hallmark holiday sightings.