Holiday Campaign

The Starbucks Holiday campaign creative direction centered around the key customer takeaway “Now more than ever, I want to go to Starbucks for my hit of holiday joy.” The brief highlighted shifting to a celebratory mindset and human connection as a key differentiator for the season, as this may have potentially been the first year many customers are able to gather together with family and friends amidst the global pandemic. A primary holiday behavior for this year, was evoking nostalgia in an approachable and familiar way.

The Holiday campaign creative direction leaned into gifting and connection. The centering narrative being “Wrapped in Wonder” provided a sense of warmth, excitement, anticipation, and holiday magic. Like the perfect gift, this campaign visually leaned into classic gifting elements that most can relate to — shiny metallic ornaments, wrapping paper, and ribbons. The bold, energetic graphic elements create a sense of beautiful chaos that this season brings. The color palette holds to the traditional red, but is layered with unexpected holiday colors inspired by winter mornings.