In a panorama marked by visual bombast, metaphors of Christmas magic and production excesses, Etsy has opted for a simpler and deeply emotional narrative for its new year-end campaign. “The best gifts make you feel seen” is the axis on which this creative proposal developed by Orchard Creative revolves, which explores how personalized gifts can become acts of validation and personal recognition.

The main piece, a 60-second spot titled “Drummer Boy,” reinterprets the classic Christmas carol from the contemporary perspective of a child who cannot stop hitting surfaces with his hands, such as the school table or a soccer goal. What at first causes concern in his parents, transforms into a gesture of connection when his teacher decides to give him some drumsticks kept in a personalized case, thus opening up the possibility of channeling his energy through music.

The secondary characters from that spot, such as the coach and the school traffic officer, are the protagonists of the other two 30-second ads that complete the campaign. In one of them, the students give their coach a cap embroidered with their usual phrase: “Chins up!”.
In the other, the woman who helps cross the street every day receives a personalized sweater for her dog, with a clear affective component and daily gratitude.

“Christmas advertising usually relies on spectacularity, artifice and amplified magic. But Etsy is born from one-on-one human interactions, around unique and intentional objects. That’s why this campaign had to reflect that essence.”says Heather Larimer, Executive Creative Director at Orchard.

The campaign will be present on television, outdoor advertising, digital media, social networks and placements within the Etsy platform itself.