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One of our Senior Planners, Matt Shaw, talks to Creativebrief about the importance of joyful magic this Christmas

One of our Senior Planners, Matt Shaw, features in Creativebrief’s latest article – giving people a dose of Christmas spirit and exploring how escapism always triumphs in dark times.


His key take-outs?


1. Consumers don’t need us to reference the pandemic, we just need to be sensitive to the realities of it

2. Adverts hold a privileged place in the nation’s Christmas experience. We shouldn’t take this for granted in a year where many traditions have been lost

3. Escapism has always been effective in times of hardship, people want to dream of a better reality

4. Emotional advertising drives effectiveness, but after a year of sadness and fear let’s choose happiness and joy


Read the full article here.

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