M&S Christmas Campaign 2023

All that glitters is bold

Behold the wonder of M&S at Christmas time! The only place on the high street where customers can tick off everything on their list, from gorgeous gifts to delightful decorations, party outfits and festive food that wows. For Christmas 2023 we sprinkled magic and escapism throughout the store. Across food, clothing, gift shop and even international markets, the scheme was joined up across every customer touchpoint.

Our response was a stunning, razzle dazzle glitterfest with a beautiful blue and purple-hued shimmery backdrop as the core asset - shot on camera to allow it to shine as much in moving formats as it does in 2D. 

To complement this, we created a luxurious, gold version of the core M&S typeface and a magical tone of voice to make product ranges really sing. For the first time, Food to Order was given its own moment with a tailored look and feel, and M&S Bank got in on the action too, with seasonal sparkles and a wave of luxe gold ribbon added to the creative. 

It all came to life in store with the 2D heightened by bespoke 3D centrepieces and custom-lit elements, giving the space the ultimate wow factor. 

M&S emerged as the 2023 'Christmas winner' seeing a whopping 10.5% growth in food sales, a 4.8% uplift in clothing and home and an outstanding total growth in group sales of 7.2%.

Now that’s what we call magic and sparkle.