EUROPA. Christmas Detox

Christmas has become the longest-lasting and most commercialized holiday. Seeing how consumerism spirals out of control, how people get lost in the holiday chaos, and how it affects their emotional well-being, we decided to take action.

“Christmas Detox” is a campaign inviting people to step away from the holiday madness and spend time in a place with less Christmas.

The campaign’s symbol was the color black and an AI-generated “screaming head” – a metaphor for the chaos caused by commercialization. Its bold visuals reflected the growing fatigue from excessive consumption and advertising pressure.

We tapped into current trends: consumerism overload, rising exhaustion, and visitors’ desire to slow down. Both in the shopping center and on social media, we counted down the days until the holiday nightmare ended, offered detox solutions, joked, and stood in solidarity with those tired of the Christmas noise. The campaign’s banners led to the “least commercial” Christmas website, where visitors were greeted by a simple sentence: “Everything passes. Christmas will too.”