Etsy wanted to position itself as the go-to place to find thoughtful, reasonably priced gifts without the usual panic. We were tasked with creating a global campaign for the busiest shopping time of the year—and needed to break through the typically saccharine holiday magic and reframe Etsy for consumers. We dramatized the panic of finding a thoughtful gift by turning the process into a spy mission. We wrote lyrics to the tune of Mission Impossible to convey highly specific and relatable scenarios and challenges–and land the joy and relief of discovering a secret weapon in Etsy.

The theme from the televison show Mission Impossible (1967- 1973) was chosen. The song was written and composed by Argentine composer Lalo Schifrin.

We wanted every holiday shopper to see that they are not alone in their impossible gifting missions, so the campaign ran on TV and digital in US and UK markets during the anxiety-inducing weeks leading up to the holidays. Instead of saccharine holiday magic, we created something more authentic to the pressure people feel around gifting and how remarkable Etsy is as a collaborator in gift missions.