How to Get What You Actually Want for Christmas? U.K. Retailer Hobbs Has a Plan

Free Mailboxes in Stores Let You Send 'Wish Tags'

By Alexandra Jardine. Published on Dec 04, 2015

Editor's Pick

We've seen plenty of holiday campaigns this year that have fun with receiving unwanted gifts -- like those from Currys and Harvey Nichols -- but, short of writing a letter to Santa, how exactly are you supposed to hint at what you'd really like?

U.K. fashion retailer Hobbs has a neat idea to solve this conundrum. In its 56 stores, price tags are also doubling as "Wish Tags" -- all customers have to do is fill out a Wish Tag for their favorite item, address it to a loved one and post it in a special "Wish Tag" mailbox. Hobbs will then send it to that loved one free of charge. To make things even easier, the recipient can bring the Wish Tag into a store to purchase the right item and also get a free gift box for doing so.

Of course, even such blatant hinting will not necessarily guarantee success -- however, for unimaginative but generous loved ones, it's a pretty neat idea.

Droga5 London worked on the campaign, including making this video in which gift-givers explain -- unconvincingly -- why they picked presents as a kettle, anti-wrinkle cream, or a subscription to a dating website for their nearest and dearest. And that makes a change from presenting it from the ungrateful recipient's point of view, too.

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Dec 04, 2015
Droga5 London
David Droga
Creative Director:
Rick Dodds
Creative Director:
Steve Howell
Junior Copywriter:
Ed Souter
Junior Art Director:
Frazer Price
Senior Producer:
Florence Turcq
Account Director:
Giulia Watson
Head of Strategy:
Toto Ellis
Head of Client Development:
Amy Garrett
Chief Executive Offier:
Meg Lustman
Head of Marketing and PR:
Anna Braithwaite
Creative Director:
Sandy Verdon
Production Company:
Nick Parish
Director, Photography:
Arthur Mulhern
Zack Winfield
Post Production:
Hettie Griffiths
Zack Winfield
Audio Post Production:
Fitzrovia Post
Recording Engineer:
Andy Wade
Christopher Brooke
Audio Network

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