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M&S Christmas Campaign 2022

Walking in an M&S wonderland

Introducing the most Christmassy M&S Christmas of them all. The festive season is BIG at M&S, and we wanted a campaign with all the sleigh bells and whistles to reflect that. 


Taking inspiration from the above-the-line campaign, our own little Christmas Fairies cast their magical spell on the identity, giving it a real sense of magic. We took the ever-successful navy colour scheme from the previous two years, and used it as a blank canvas for our dreamy gold, sharp pink and snow-white shimmer.


A bespoke luxurious typeface was created especially for the season and took centre stage, adding a premium look to all our communication. We also elevated our recognisable warm tone of voice and added a little sprinkle of magic for a finishing touch. 


From decked displays with giant bows, to huge hanging present centrepieces, we elevated the M&S look and feel to create a memorable wonderland across the Foodhall, fashion departments, and everywhere inbetween.

On top of that, we also helped customers unlock a little more magic with the Sparks 12 Days of Christmas Advent Calendar. From concept creation, campaign look and feel, right through to every asset across the digital journey, as well as all the promotional material in store – this was a rewarding piece of work in more than one way. 

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