Have ‘Moments’ lost their magic?

It’s Christmaaaas!!! And with it comes the usual influx of festive campaigns. Once again brands are leaning into the well-worn sentiment of ‘moments,’ trying to capture those heartwarming, nostalgic snapshots that scream Christmas. But in an era where consumers are quick to tune out marketing white noise, are these phrases and tropes losing their impact??

Before we down tools for Christmas, we’ve whipped up one last newsletter for some light festive reading. Indulge us as we explore if ‘moments’ had their moment or is there still magic to be found?

Honour your roots

The best campaigns don’t just sell—they tell a story rooted in authenticity and heritage. Brands that honour their roots create deeper connections, proof that tradition and innovation can go hand in hand. PlayStation’s "Generations Change, Traditions Stay the Same" campaign captures this balance perfectly. By celebrating its 30th anniversary with classic startup screens and themes from older consoles, PlayStation reminded audiences of its legacy while staying relevant to a new generation.

Find relevancy?

Not every moment during the festive season is picture-perfect. Sometimes, it's the relatable, unscripted parts of life that resonate most. Brands can tap into this by paying attention to real consumer conversations—what’s being shared, liked, and talked about. Tony’s Chocolonely’s recent ad campaign humorously addresses how people often mispronounce their name, turning a common mistake into a playful and memorable moment. By listening to and embracing these genuine consumer interactions, they create a connection that feels authentic and human.

Build a relationship beyond the season

The festive period may be a moment to shine, but it shouldn’t be the only time your brand feels present. To truly connect with consumers, brands need to showcase their value beyond seasonal campaigns, integrating their offerings into everyday life. LEGO’s "Rebuild the World" campaign exemplifies this approach, tying holiday gifting into a year-round celebration of creativity and play. By becoming a meaningful part of your audience’s everyday story, you create connections that last far beyond the festive glow.

What’s going on in brand?

Being advent-ageous?

Forget the old-fashioned chocolate squares — advent calendars have become the ultimate holiday engagement hack. From luxury skincare to quirky pet treats, and even daily digital advent deals, brands are turning the countdown into a month-long experience that keeps customers coming back for more. Each daily surprise sparks excitement that stretches far beyond a single festive gesture. It’s not just a product - it’s a conversation starter, a social media magnet, and a reason to keep your audience hooked all season long.

Flipping good Nostalgia

In a world captivated by the latest trends, nostalgia has a unique way of sparking emotion and creating meaningful connections, especially when it’s tied to iconic designs and timeless memories. Nokia taps into this sentiment with its Design Archive, celebrating its rich history with classics like the 3310 and 8810. It’s a reminder that while fleeting trends come and go, the magic of a well-crafted story rooted in authenticity and nostalgia can create lasting connections.

From click to Tik

In today’s fast-paced world, consumers crave experiences that surprise and connect on a deeper level. Holiday shopping has been revolutionised by TikTok, where discovery feels more like entertainment than marketing. From viral trends to live shopping events and creator-led recommendations, the platform turns festive campaigns into interactive, shareable moments that captivate audiences.

What we think