CHRISTMAS ON THE MOVE.
CHRISTMAS ON THE MOVE.
CHRISTMAS ON THE MOVE.
Introduction
In a city filled with festive advertising, discounts, and seasonal content, Christmas is everywhere. Yet for many expats, it doesn’t reflect how they are experiencing the season. A traditional Christmas campaign would only add to the noise. The challenge was to create something that felt personal rather than performative, unexpected rather than advertised, and human rather than algorithm led.
In a city filled with festive advertising, discounts, and seasonal content, Christmas is everywhere. Yet for many expats, it doesn’t reflect how they are experiencing the season. A traditional Christmas campaign would only add to the noise. The challenge was to create something that felt personal rather than performative, unexpected rather than advertised, and human rather than algorithm led.
Year
2025
Industry
Retail
Scope of work
/
Activation
/
Digital
Timeline
12 weeks
Introduction
In a city filled with festive advertising, discounts, and seasonal content, Christmas is everywhere. Yet for many expats, it doesn’t reflect how they are experiencing the season. A traditional Christmas campaign would only add to the noise. The challenge was to create something that felt personal rather than performative, unexpected rather than advertised, and human rather than algorithm led.
Year
2025
Industry
Retail
Scope of work
/
Activation
/
Digital
Timeline
12 weeks
Challenges
Challenges
CHRISTMAS AWAY FROM HOME ISN’T ABOUT MISSING DECORATIONS, FOOD, OR TRADITIONS. IT’S ABOUT MISSING CONNECTION.
CHRISTMAS AWAY FROM HOME ISN’T ABOUT MISSING DECORATIONS, FOOD, OR TRADITIONS. IT’S ABOUT MISSING CONNECTION.
CHRISTMAS AWAY FROM HOME ISN’T ABOUT MISSING DECORATIONS, FOOD, OR TRADITIONS. IT’S ABOUT MISSING CONNECTION.
In Dubai, millions of expats spend Christmas far from their families. Most are working, there is no public holiday, and daily life continues as normal. While the city moves on, the season quietly passes for many.
In Dubai, millions of expats spend Christmas far from their families. Most are working, there is no public holiday, and daily life continues as normal. While the city moves on, the season quietly passes for many.
In Dubai, millions of expats spend Christmas far from their families. Most are working, there is no public holiday, and daily life continues as normal. While the city moves on, the season quietly passes for many.
Final thoughts
Final thoughts
MARKS & SPENCER MADE CHRISTMAS FEEL LIKE HOME AGAIN.
MARKS & SPENCER MADE CHRISTMAS FEEL LIKE HOME AGAIN.
MARKS & SPENCER MADE CHRISTMAS FEEL LIKE HOME AGAIN.
The experience was simple but powerful: gifts, festive decorations, and small surprises created moments of joy that people could experience firsthand. By making Christmas mobile and personal, the campaign reached expats where they were, rather than expecting them to seek it out. it wasn’t just a campaign; it was a moving celebration of connection.
LET’S BUILD
WHAT’S NEXT
WHETHER YOU NEED A LAUNCH PARTNER, A SHARPER GROWTH SYSTEM, OR A TEAM TO UNTANGLE COMPLEXITY AND UNLOCK PERFORMANCE - RADIX IS BUILT FOR IT.
LET’S BUILD
WHAT’S NEXT
WHETHER YOU NEED A LAUNCH PARTNER, A SHARPER GROWTH SYSTEM, OR A TEAM TO UNTANGLE COMPLEXITY AND UNLOCK PERFORMANCE - RADIX IS BUILT FOR IT.
LET’S BUILD
WHAT’S NEXT
WHETHER YOU NEED A LAUNCH PARTNER, A SHARPER GROWTH SYSTEM, OR A TEAM TO UNTANGLE COMPLEXITY AND UNLOCK PERFORMANCE - RADIX IS BUILT FOR IT.