Above + Beyond focuses on the ‘wonderful imperfections’ of Christmas

Above + Beyond focuses on the ‘wonderful imperfections’ of Christmas

Dec. 19, 2016

Creative agency Above+Beyond has chosen to celebrate the realities of Christmas with an initiative which focuses on the ‘true scents’ of the season.

The agency has chosen to counter the saccharine sweetness of much festive marketing that floods the senses in the run up to the 25th, instead choosing to focus on the real smells of the season by sending its clients individually scented Christmas tree air fresheners emblazoned with captions such as ‘Dad Burnt The Turkey’, ‘Christmas Eve Gridlock’ and ‘Gran Passed Out By The Fire’.

Executive Creative Director, David Billing, explains:

“We want to celebrate the little things that make Christmas so special - but not the magical fantasy version we see on TV. That version can make us all feel a bit inadequate.

“So we’ve captured the real Christmas, in scent form at least: each fragrance acting as a little reminder of the moments that make family festivities so wonderfully imperfect.”


There are a range of realities to celebrate, thanks to creatives Jo Lindmark and Sam Whigham, who added:

“It’s been a year of uncomfortable truths. So why not go with the flow and embrace the real smells of Christmas.

“From a pretty long list we got to some core fragrances that will bring a blast of the wonderfully average British Christmas to our clients’ lucky nostrils.”


Now, thanks to some deft perfume mixology, you can now experience the smells for yourselves.

A limited number of Above+Beyond air fresheners are available to win via the agency’s Twitter competition. Go to @WeAreAbove to enter.



Related News

Aug. 05, 2019

Above+Beyond and Yonder create more cheesy dreams for Pilgrims Choice

The £2.5 million campaign includes three 10-second TV spots titled, “Dishes of your Dreams”

Jul. 31, 2019

Ex-Mother Design Director Tom Munckton joins Above+Beyond

Tom joins from EACH London, where he was Creative Director and Founding Partner

Jul. 16, 2019

Subway advert shows TV set get disrupted in new campaign from Above+Beyond

The campaign is the first by Above+Beyond for Subway UK & Ireland since winning the contract in April.

Latest News

Nov. 11, 2019

The One Club Partners with Working Not Working For ADC 99th Annual Awards

As part of the partnership, The One Club introduces the ADC Freelancer of the Year Award

Nov. 08, 2019

First Grand Prix for FCB&FiRe Spain in El Ojo de Iberoamerica with their most awarded campaign ever

The first time that this FCB network office has achieved such an accolade in its 55 years in Spain.