Image credit: Coca-Cola.
Every year, brands compete to create the defining Christmas moment. Some become traditions, others go viral, and the best do both.
From nostalgic TV ads that defined an era to immersive beauty pop-ups designed for social sharing, our team shares the best Christmas marketing campaigns that set the bar.
The Bear and The Hare, John Lewis
Jeremy Page, Global Head of Brand and Strategy
“There’s something inimitable about the Christmas ads of the early to mid-2010s. TV was just about to give way to a much more fragmented media landscape, but at the time, everyone was watching, and we were all warmed by the Christmas ads. It was part of the magic,”
“‘The Bear and The Hare’ epitomises that era for me: a heartwarming animation that plays out like a moving children’s storybook, paired with Lily Allen’s rendition of ‘Somewhere Only We Know’. It captures the warm, fuzzy feeling of Christmas that many brands try and fail to bottle. Nicely done, John Lewis!”
Covent Garden at Christmas, Gisou
Lola O’Neill, Content and Social Media Executive
“Gisou absolutely nailed it with their Covent Garden pop-up last year. Everything about it was designed to make people want to take out their phones. From the outside, the first touchpoint was the brand name backlit in gold, surrounded by swirling crystals, announcing to all of Covent Garden, ‘this is who we are’. And of course, everyone passing by was posting it,”
“Inside, they leaned into their hero product, the Honey Infused Hair Oil. There was a giant bottle with suspended crystals bursting out like liquid honey, plus another massive bottle made entirely of ice. They also served trending cherry drinks to tie into their limited-edition Cherry on the Cake Lip Oil,”
“It was right on trend and perfect for social, but they also gave people tangible motivation to show up, like exclusive Gisou knitted jumpers and bags, games with prizes to win, goodie bags for the first 100 guests. That’s how you create genuine FOMO.”
@gisou Our hearts are full! The doors to our Covent Garden holiday pop-up are OPEN, and it’s everything you’ve dreamed of—and more. See you there!💋
♬ original sound - Gisou
Christmas Trucks, Coca-Cola
Joe Murgatroyd, Partner and Creative Director
“Can it really be anything else?”
“This year marks the 30th anniversary of the Coca-Cola Christmas truck – and what a ride it’s been. It’s a masterclass in consistency – the brand has played the long-game to engrain themselves into popular culture. They’ve created an iconic moment that’s placed Coca-Cola at the heart of the festive period year-on-year,”
“The campaign beautifully captures the magic of Christmas with the help of its famous soundtrack. The physical manifestation of the campaign is powerful too. By taking the truck on the road, it helps spread Christmas spirit in real-life.”
Foot Pints, Guinness
Niamh Conneely, Junior Account Manager
“It’s a clever, playful idea that brings their iconic pint to life in a new way, using snow boots that leave Guinness-shaped footprints,”
“It not only captures the festive spirit but also reinforces the brand’s connection to pubs and community, making it both creative and meaningful.”
“The campaign was created to make Merrell culturally relevant with a truly unique creation, built through proactively engaging with running communities and the music industry.”
“A fully 360 activation plan, Trail Sonified featured activities across social media, in-person at the festival and press outreach.”
Wrapped in Burberry: Friends & Family, Burberry
Kayleigh Mckenna, Senior Account Executive
“Last year’s ‘Wrapped in Burberry: Friends & Family’ campaign stood out for celebrating real people as well as recognisable celebrities whose lives are rooted in their local communities,”
“In a time when community often matters more to consumers than the purchase itself, it positioned Burberry as an aspirational brand that still feels part of everyday life. The Friends & Family theme wove Burberry into relationships and shared moments, making it a symbol of warmth, connection, and belonging rather than materialism.”
Our advice for successful creative campaigns
Brandnation’s Creative Director Joe Murgatroyd advises: “Our approach is to be idea first and channel agnostic – we place importance on the creative having the elasticity to naturally inhabit multiple channels rather than limit its scope by being channel centric,”
“As an integrated agency, that’s where the magic of the multiplier comes in. We have been integrated since Brandnation’s inception, well before it became an industry standard, which gives us a competitive edge,”
“We have dedicated teams that are specialists in PR, social, influencer marketing and digital marketing – through this multi-disciplinary strength we apply that multiplier on those big ideas,”
“With this approach – one that’s rooted in talkability, cultural relevance and effective integration – we create a rock-solid foundation for our work,”
“This unlocks significant benefits when implementing paid media amplification as the idea is already working smarter and harder for the client to stimulate greater commercial impact.”
Curious about creating an integrated, idea-first campaign to elevate your brand? Get in touch today to find out how we can drive results for your business.
