a new
strategy
For my first Christmas at Wonderbly, I wanted to take the creative team in a new direction. I organised and directed Wonderbly's first-ever location shoot, featuring real people and actual books, focusing on the emotional connection through reading in a natural setting.
This was a significant shift from the previous Christmas campaign style, which used vector graphics and people shot against colorama backdrops. The old campaign had also used the same vector illustration on every touchpoint and had become overwhelming and tired.
Given that we sell beautifully crafted books, we had a wealth of content at our fingertips. I decided to use the Christmas tree illustration from one of our books and bring it to life in the scene. This also solved the challenge of finding a good quality Christmas tree in the summer!
To ensure consistency and recognition across the campaign, we used our illustrated Christmas tree as a visual thread. It appeared across all touchpoints: website, emails, social media, OOH and TV.
This approach allowed us to create a fresh, cohesive campaign that showcased our products in a more authentic and engaging way, while making the most of our existing assets.
photography art direction
video art direction & storyboarding
print design & production
paid ad design
tv end screen design
New vs old ad creative
New vs old ad creative
Robert May
Chief commercial officer, wonderbly
