Boden Christmas campaign - A joyful mess

  • Kate Hilton
  • Melanie Mulgrew
  • Maria Ginn
Putting the brand at the heart, drive stand out multi-channel experiences for new & existing customers, pushing sales of the new Christmas range.
Christmas comes with it’s own issues of dressing. You’re not just expected to look fabulous, but have to do that whilst making Christmas happen.
We’re going to show that we understand the immense pressures that Christmas mounts on mums, whilst inspiring her to put on the dress that makes her feel fabulous, despite the Christmas chaos that surrounds her.
We are celebrating the chaos of Christmas.
This is rooted in IMPERFECTION IS PERFECTION #joyfulmess
This campaign spans from the Christmas catalogue, to video, website experience, email marketing and in-store window graphics, hooked together with the content thread, IMPERFECTION IS PERFECTION.
A video was produced which i creatively lead, which highlights the campaign theme and messaging. This video was live on the Boden website through the months leading upto Christmas as well shown on digital screens instore.
A commercially lead catalogue for both Womenswear and Childrenswear was produced to promote the Christmas collection and echoed the campaign theme.
A worked in collaboration with Art directors to style the gifting section of the Womenswear catalogue.
The campaign was supported with a digital experience, showcasing the range and making a unique shopping experience.
Email marketing was produced throughout the Christmas campaign which echoed the sentiment of the campaign and maintained a consistent approach across Womenswear and Childrenswear.
The campaign also translated instore and into the Christmas window displays and illustrated the campaign sentiment through a playful display of upside down Christmas trees.
A light-hearted Instagram social theme saw MEME style antidotes which reflected the real life scenarios of the Christmas chaos most people can relate too.