Shutterfly launched an advertising
campaign Monday -- its first in the past three years.
The campaign, titled "Anything Flys," challenges the social norm around sending holiday cards and emphasizes the importance of connecting
with friends and family.
The campaign’s message — that any welcome home message, any memory, any holiday celebration is meaningful — shows there are no rules when
creating cards, especially during the holidays.
The online videos and digital advertisements highlight the notion that no matter what people choose to share, capture, or celebrate, it will
always fly with Shutterfly.
To celebrate the company’s twentieth anniversary, Shutterfly partnered with the creative agency Argonaut to develop a holiday campaign based on cultural
and consumer insights on what it means to share photos within today’s landscape.
In one video advertisement, the narrator says, “For every I made this thing, there’s the we
made this thing. And the single parent thing. And the pride parent thing. … Anything you share this holiday season, we can make worth giving.”
From the perfect family thing to the
dogs family thing and the cat mom thing -- and the where does this actually say happy holidays thing -- Shutterfly wants consumers to know that any message they want to share "flys."
Despite
the number of digital outlets and social media channels that allow people to continually share information about their lives, many consumers feel empty, resulting in an absence of personal
connections, according to Shutterfly research findings that suggest constant sharing has “cheapened,” not deepened” relationships.
Consumers also believe physical photos are
meaningful gifts, but often feel pressure that their photo gifts need to be “perfect.”
The campaign kicked off today and will run through December 16, on TV,
CTV/streaming audio, iHeart Radio, podcasts, social media, and YouTube.