SPREADING HOPE IN HARD TIMES
/ PAYPAL /
CONTEXT
When I was asked to lead PayPal’s 2020 holiday campaign, our largest ever, I saw an opportunity to leverage our advertising as an opportunity to bring hope into peoples’ lives after an extraordinarily difficult year.
COMPLEXITY
My goal was to emotionally connect with audiences who were largely dreading their first socially distant holiday while driving commercial results for a wide range of products. With lockdowns casting a spell of uncertainty over the holidays, I needed to develop a COVID-19-safe full-funnel marketing campaign that would work across a dozen markets.
CREATIVE RESPONSE
From indoor VR skiing to recreating old family photos and attaching charitable donations to gift purchases, I imagined how diverse families might make the 2020 holiday season one to remember and led a global creative team to bring these ideas to life. Our hero film, which shows a father creating a backyard ballet performance for his daughter, was recognized by Ad Age as the #2 best ad of the 2020 holiday season.
MORE PROJECTS
