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.