• by Larissa Faw , November 27, 2018

Multiple campaigns are rolling out to celebrate the holiday season by attempting to bring a smile to viewers. Here’s a sampling.

California Lottery and agency David & Goliath (D&G) seek to encourage Californians to purchase holiday scratch-off tickets by showing how a lonely apartment-dwelling women brings together her fellow residents by hand-delivering gift cards with tickets inside. 

This "Neighborly" TV spot includes :15- and :30-second versions running in Los Angeles, San Francisco, Sacramento, Fresno and San Diego, supported with the broader "The Gift is in the Giving” messaging appearing across OOH, digital, social, experiential and radio.

"The creative idea behind this campaign is rooted in a simple human truth that giving is the real gift,” says David Angelo, founder & chairman, D&G. “Scratchers are something small but can become something momentous when given to the right person. And in a world where there are so many distractions that keep us from having real, genuine interactions with people, a personal gift can help bring them together.”   

In Europe, Orange and agency Publicis Conseil are eliciting holiday goodness by reminding everyone that despite the headaches and challenges of daily life, all everyone needs are Orange gifts, like speakers and smartphones. 

The creative features a rotating cast of holiday participants struggling with things like canceled flights and long grocery lines as they sing along with Andy Williams to the classic "It's the most wonderful time of the year.”

The campaign appears via TV, cinema, billboards and newspapers, digital and social media, and on all brand media communication, in stores and train stations.

Montblanc is unveiling seasonal-themed installations designed by an intelligent robot that transforms phrases into pictures like snowflakes and wrapping bows. The robot, developed by Studio Jean-Marc Gady, created over 170 mantras in eight different languages, ranging from personal wellness (“live healthier”) to the generous (“I want to buy a house for my parents in the Bahamas”), which then morph into images.

The displays are featured at Montblanc retail stores in Barcelona, Hamburg, London, Milan, Dubai, Hong-Kong, Singapore, Taiwan and New York.