To wish TBWA\London’s clients and prospects and Merry Christmas. We wanted to showcase the agency’s creativity and help it become more famous for doing what they do best.Every year agencies send clichéd Christmas cards that often end up in the bin or deleted from the inbox.For 2011, TBWA\London wanted to create something memorable. Given that 2011 was a tough year, we wanted to showcase a positive outlook for people in 2012.

We worked with the window space available, and asked artists to join in with the creation of the illustration and design.

A huge volume of entries (over 500), allowed us to set the benchmark very high on which illustrations we chose. This meant we were displaying great work on the side of our building.The submissions had a global feel, with artwork coming from Brazil, South Africa and Sweden to name but a few.

The objective for this campaign was brand building, not revenue generative. It reached 187,589 people in our target audience and shared 32,189 times through online channels.Post campaign wash-up showed 85% thought the idea was ‘engaging’ and 76% thought it was ‘fun’. Most important, 79% thought the idea was ‘different’.

The campaign had a polarised reach, with high levels of hyper-local activity (due to the nature of the media) with a broad spread globally through digital channels.As a direct result, the campaign delivered an incremental ROI of 74:1, due to existing clients requesting additional services highlighted in the campaign.