Christmas is arguably the biggest time of year for online shopping, so it’s important to stand out amongst the noise. The brief called for solutions that used Etsy products, surprise shoppers and sellers alike, and speak to all shopping categories.
We wanted to take the experience of unwrapping a gift on Christmas morning, and the joy of discovery that comes with that. Given the range of this campaign, the visual development needed to be extremely flexible across digital rollout, in-person events, and printed materials.
‘Unwrap Etsy’ invites the community to unwrap the brand, the products, and the stories that accompany.
Looking at different ways to wrap a gift, we integrated products and wrapping paper into the visuals, effectively doubling the amount of sellers showcased. An accompanying copy construct could also be switched out with each application, giving the localised Etsy admin variation in their rollout.
In-person events created a vibrant, engaging shopping experience that showcased the very best from our community: high-quality gifts, interactive art, conversations with local makers, hands-on creative workshops, and ‘unwrapping stations’ where shoppers could wrap their recently purchased Christmas goods. Included was a custom Etsy wrapping paper which incorporated various stories from the Etsy admin across the International offices.
Unwrap Etsy was rolled out across Australia, Canada, the UK, Germany, Netherlands, France, and the US.
Art direction – Daniel Dittmar
Design – Melissa Deckert
Project management – Eva Green
Video (overview) – Jeremiah Glazer
Video (social) – Lauren Sieczkowski
Illustration – Jing Wei