Tory Burch asked us to create a holiday gifting campaign and in-store activation, featuring brand ambassador, Sydney Sweeney, that brought together their audiences around a shared festive experience during gift giving season.
Our idea was to create a tongue-in-cheek holiday campaign that centred around an indulgent and self-involved protagonist, Sydney Sweeney, who offers her self-help for those who are also looking to escape this season’s festive drama.
Instead of leaning into expected festive tropes, our idea was to channel the universal feeling of dread and anxiety that we all encounter in the build towards Christmas, harnessing Sydney’s no B.S* attitude to cut through to what’s really important this Christmas; looking after yourself.
Alongside the film, we extended the campaign with a digital and physical activation called Sydney’s Holiday Helpline, taking over a real, working 0800 number and encouraging users to #CALLSYDNEY so they can hear a series of pre-recorded tips from Sydney that help navigate ‘holiday hell’.
The Holiday Helpline culminated with an experiential store activation at Tory Burch’s Mercer Street flagship in New York, inviting fans to use an actual phonebooth in which they could listen to Sydney’s holiday help, and importantly, enter their personal details in order to win a shopping experience with Tory Burch.
