Arnotts Christmas 2023

‘Gift Joy’
Christmas Campaign 2023

Christmas campaign for Irish department store Arnotts. Using the concept of the presentation of a gift as an integral part of the gifting ceremony itself, this brief called for large-scale, low-budget sets which could be rapidly interchanged and adapted to create a variety of compositions.

120 boxes wrapped and decorated by hand, using metallic wrapping in gold, copper and silver tones, accentuated with tonal ribbons, as well as a variant colour scheme of green wrappings, in metallic and matt finish. A variety of oversized white boxes were built by Grey Area Dublin to be used as architectural elements, giving the opportunity for experimentation with shadow and depth throughout.

This campaign was used for nationwide promotion during the Christmas period 2022, across billboards, magazines, online and across social media.

Photographer* Brendan Freeman