All I want for Christmas is... greater brand awareness among a younger demographic.

Thanks to their incredible customer service and the sheer ingenuity of their products, Lakeland is the go-to place to take the hassle out of housework. But despite their popularity, they’re not a brand to rest on their (perfectly polished) laurels.

Placing one savvy eye on the future, Lakeland asked us to create a Christmas campaign that spoke to a younger audience, with a view to increasing brand awareness within the 25-44 year-old demographic. 

Playing it unsafe

Lakeland target their main audience very successfully. But to bring in a new kind of customer, we wanted to
push the brand with a new kind of look. 

After presenting a number of creative routes, we were delighted when Lakeland picked one that wouldn’t just appeal to younger people, it would challenge the brand, presenting it in a way no one had ever seen before.

With rich colours, maximalist styling, and a dash of humour to boot, we had set the campaign’s tone. As for the campaign concept itself, well, we had the answer for that already...

Lakeland. The answer to almost everything

While we wanted to give Lakeland a different look, it was vital we still got the same message across: namely, that their host of clever products helps you tame any room in the house. 

But even though Lakeland have everything you need to make any home perfect, they still can’t stop us humans getting in the way and spoiling the show — especially at Christmas.

From kiboshed Christmas dinners to distraught horror movie-watching kids, we played out this idea via a series of campaign videos that positioned Lakeland not as the answer to everything... but as the answer to almost everything.

The almost perfect Christmas dinner

From Christmas crackers to meat thermometers, Lakeland make any festive meal perfect. Until Dad starts talking politics, that is... 

The almost perfect secret Santa

Ah, that feeling when you find the ideal secret Santa gift for the most awkward colleague at work… and then you leave it at home because you’re always a mess in the morning. 

The almost perfect Christmas movie night

There was a time when streaming services didn’t make it quite so easy to confuse ‘Santa Claus: The Movie’ with ‘Santa’s Claws: The Massacre’. Sorry, parents - you can blame Netflix for this one...