The trusted
holiday
companion.

Positioning

Reimagined Walmart's role in the busiest retail moment of the year — moving the brand from value-driven retailer to trusted holiday companion, blending emotional storytelling with the functional utility of the Walmart app.

Client: Walmart Canada
Year: 2025
Role: Senior Manager, Creative Design
Scope: Integrated · TV, OLV, Social, Digital, App, PR
Partners: Cossette · SJC · APEX

Fig. 01 — Holiday 2025 · Campaign film

§ 01 — Objective

Own the season.
Own the intent.

Drive awareness and consideration, establishing Walmart as the go-to destination for quality at low prices during the highest-intent retail window of the year. The brief demanded breakthrough at scale — without losing the warmth that makes holiday work land.

§ 02 — Creative Strategy

Elves,
reframed.

A modern twist on a familiar holiday trope — elves as helpers — recast through Walmart associates and powered by the Walmart app. One idea, two layers: playful festive storytelling on top, real customer utility underneath.

Layer 01✦

Emotional

Playful, festive storytelling rooted in holiday magic — the warmth and anticipation that only this season delivers, cast through associates as modern-day helpers.

Layer 02✦

Functional

Real utility through guided shopping, curated gift ideas, and seamless accessibility — the Walmart app as the connective hub between inspiration and action.

§ 03 — Execution

One idea,
every touchpoint.

A fully integrated channel mix built for consistency — strong brand assets carried across every surface, with messaging flexed to fit the platform. PR and media relations extended the idea into culture, positioning Walmart as the ultimate holiday destination across toys, gifts, and décor.

TelevisionOnline VideoSocialDigital DisplayOwned Digital EcosystemPR & Media Relations

§ 04 — Results

Breakthrough,
measured.

The campaign delivered against both brand and business KPIs — surpassing Ipsos norms and internal Walmart benchmarks, with the majority of tactics exceeding target.

Ipsos & Walmart norms

Surpassed benchmarks across the majority of tactics

Recall performance

OLV, Social & Digital Display all exceeded prior year

Cross-channel visibility

Sustained high engagement across key segments

§ 05 — Leadership Insight

"Anchor creativity in utility. By centering the idea around the Walmart app, the work wasn't just emotionally engaging — it was genuinely helpful, bridging inspiration with action."

— Brian Francis Fleming · Creative & Brand Lead

Next case study

Walmart Canada · 2025

Back to School 2025 →

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The trustedholidaycompanion.

Own the season.Own the intent.

Elves,reframed.