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'

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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
Creative Chairman:
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
Meg Lustman
Head of Marketing & PR:
Anna Braithwaite
Creative Director:
Sandy Verdon
Production Company:
Nick Parish
Arthur Mulhern
Zack Winfield
Post Production:
Hettie Griffiths
Zack Winfield
Audio Post Production:
Fitzrovia Post
Recording Engineer:
Andy Wade
Christopher Brooke
Audio Network

See more credits

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