This Dutch Online Retailer Celebrates a More Inclusive Christmas

This holiday season, it's all about the Christmas makers who work hard to make Christmas beautiful in their unique way. Whether you're decorating your garden with a cacophony of loud decorations or just treating yourself to a small gift, Christmas can be celebrated in many different ways.

Dutch online retailer bol is spreading this message in a striking new Christmas campaign, live from today in the Netherlands and Belgium. The through-the-line campaign, created by longstanding creative partner DEPT®, starts with a witty and emotional story featuring an elderly couple tidying up Christmas decorations. As we hear the track "It’s beginning to look a lot like Christmas," we see the couple packing up and clearing the streets of all decorations while the celebration is still in full swing. The unexpected reason behind it is revealed: their granddaughter struggles with the sensory overload of holiday lights and sounds. 

The campaign created by bol and agency DEPT® has a platform-first approach, to effectively connect with each audience group seamlessly - the Christmas makers, featured in the main TVC, can also be found across OOH, social media, a personalised digital Christmas experience for its customers, and radio.

Chung Hwa Chao, brand communications marketer at bol, emphasises the importance of highlighting diverse celebrations, "There are incredibly diverse ways to celebrate the upcoming holidays. Christmas is rich in quirky customs that involve origin, personality, and traditions, so it was important for us to tell a story celebrating those for whom the Christmas madness might feel a bit different.” 

According to Tim Menko, associate creative director at DEPT®, it's a unique story, "During Christmas, you often put in a little extra effort for the people you love. Our grandparents are no exception, as these Christmas enthusiasts go all out for their sensory-sensitive granddaughter. This makes for a touching film with that typical and delightful bol twist."

To speak to gen-z, the campaign has a heavy focus on social, including Pinterest, as well as signature TikTok and IG reels, and an interactive Snaplens game. In partnership with &Agency, bol established collaborations with local influencers. Additionally, the original campaign voice-over is done by Dutch singer Bente Fokkens, who has been diagnosed with ADD.