Mariah carey, christmas 25th anniversary

Making history with a holiday classic.

For the 25th anniversary of All I Want for Christmas Is You, the goal was clear—secure Mariah Carey’s first-ever Christmas #1. We built a multi-platform campaign that blended nostalgia with fresh storytelling, partnering with legendary director Joseph Kahn to shoot a broadcast spot for Walkers Crisps and a brand-new music video—on the same set. Digging into Sony’s vault, we unearthed never-before-seen Super 8 footage from the original video and gave it new life. Custom digital campaigns with Amazon, Spotify, and Apple maximized impact, and for the final festive touch, we rallied Mariah’s celebrity friends for a star-studded singalong. The result was hundreds of millions of views across TikTok, YouTube, and Instagram, massive press coverage—including the New York Times—and a chart-topping success.

Silver Clio Award, Creative Effectiveness in Marketing

Silver Telly Award, Music