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The Challenge

Christmas is the biggest shopping season of the year. Retailers are looking to drive traffic to stores and e-commerce and simply make the biggest profit of the year. Christmas shopping season can represent a significant percentage of the total annual sales. Thus it’s important to get holiday marketing right, but the challenge is how to drive the brand-awareness by evoking an emotional reaction and warm feeling in a modern way and to stand out without risking the revenues? How do you come up with something new and surprising when your customers have a clear picture of what the department store Christmas should look like?


What we did

Christmas represents different things for everyone. That is why we decided to plan four different Christmases, to make sure they resonate in each of the Stockmann’s major customer target groups. For the client it was really important to maximise the campaign visibility of the products, especially in the print magazine. Through careful planning and product curation, we were able to maintain the editorial feel. We also created an omnichannel asset deck packed with stylish lifestyle images with warm and authentic yet contemporary and appealing feel, giving inspiration for Christmas decor, party and of course gift shopping. The Stockmann magazine’s Christmas issues have been commercial successes, hitting all commercial goals every year. 


Stockmann is a Finnish retailer established in 1862, operating in addition to Finland, also in Russia, Estonia and Latvia. The project was done under John Brown Media / Dentsu Aegis Network.


Brand Consultation

Creative Direction

Image Direction

Omnichannel Content Strategy

Content Production

Editorial Design

Social Media

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