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Etsy: Coach
Etsy has launched its 2025 Holiday campaign with a heartwarming reflection on what it truly means to feel seen by the people who matter the most. Created by New York indie agency Orchard, the campaign titled ‘Gifts that Say I Get You’, builds an interconnected world within a school community, where people’s unique qualities – from a tendency to tap on the desk to repeating the phrase “Chins Up” – are recognised as an opportunity for a personalised gifting moment. The hero spot, ‘Little Drummer Boy’, follows a young boy called Alex, who, no matter where he goes or what he’s meant to be doing, cannot stop tapping. Instead of reprimanding him for fidgeting, his teacher realises his musical potential, gifting him a set of personalised drumsticks so that he can drum out rhythms to his heart's content. Two accompanying spots ‘Crossing Guard’ and ‘Coach’ feature characters from within the same world. In ‘Crossing Guard’, Wendy, a committed yet often unnoticed school crossing guard is recognised for her diligence with a personalised jumper to keep her loyal dog, Bruce, warm on cold winter mornings.
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