{"id":11326,"date":"2021-12-22T15:20:19","date_gmt":"2021-12-22T12:20:19","guid":{"rendered":"https:\/\/www.minio.ro\/?p=11326"},"modified":"2022-09-20T11:55:45","modified_gmt":"2022-09-20T08:55:45","slug":"who-stole-christmas-vlad-boerasu-the-christmas-gift-voucher-giver-is-the-real-modern-grinch","status":"publish","type":"post","link":"https:\/\/minio.ro\/en\/who-stole-christmas-vlad-boerasu-the-christmas-gift-voucher-giver-is-the-real-modern-grinch\/","title":{"rendered":"[Who stole Christmas] Vlad Boerasu: The Christmas gift voucher giver is the real modern Grinch"},"content":{"rendered":"
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There are several clich\u00e9s that bother Vlad Boera\u0219u<\/strong>, Creative Strategist, Minio Studio. And he doesn’t shy away from saying that no matter how much we enjoy holiday meals with family, someone will still annoy us. In fact, that’s pretty much what he says Romanians do at Christmas: meet, eat, have fun and annoy each other. Naturally, we’re talking to a Grinch.<\/em><\/span><\/p>\n

But Vlad can always get emotional if he sees a dragon who manages to make a friend and is invited to the Christmas table. It’s his favourite John Lewis ad of the season. Because we’ve been talking about favourite spots, what’s hot in this year’s festive campaigns, and how their creative process differs:<\/em><\/span><\/p>\n

Christmas campaigns, unlike the rest of the year, allow you to draw more on personal experience: because most want to create a special atmosphere, it can become much more relevant to think back to childhood experiences and the general mood of wonder.<\/em><\/span><\/p><\/blockquote>\n

Vlad goes on to tell us about how he does his research, how he negotiates inspiration, the excitement of Londoners at the holidays and the December atmosphere in the office.<\/em><\/span><\/p>\n

Seasonal campaigns<\/strong><\/span><\/h3>\n

Campaniile de Cr\u0103ciun \u00een 2021 sunt mult mai func\u021bionale, tacticizate, mai ales c\u0103 am v\u0103zut pu\u021bine branduri care chiar au f\u0103cut lucruri \u00een mod special pentru aceast\u0103 perioad\u0103. Pandemia a reu\u0219it s\u0103 loveasc\u0103 tare \u00een tradi\u021bia comunic\u0103rii de S\u0103rb\u0103tori, care oricum era mai pu\u021bin dezvoltat\u0103 fa\u021b\u0103 de Vest.<\/span><\/p>\n

Suntem curio\u0219i s\u0103 vedem cu ce ne vor provoca clien\u021bii no\u0219tri \u00een perioada urm\u0103toare. Iar campaniile care urmeaz\u0103 \u00een decembrie sunt o provocare \u00een sine, prin restric\u021biile generate de perioada pe care o tr\u0103im.<\/span><\/p>\n

Seasonal campaigns<\/strong><\/span><\/h3>\n

Christmas campaigns in 2021 are much more functional, tactical, especially as we’ve seen few brands actually doing things specifically for the period. Pandemic managed to hit hard on the tradition of holiday communications, which was less developed than in the West anyway.<\/span><\/p>\n

We’re curious to see what our customers will challenge us with in the coming period. And the campaigns coming up in December are a challenge in themselves, with the restrictions of the time of year.<\/span><\/p>\n

This year’s trends<\/strong><\/span><\/h3>\n

From what we’ve seen so far, brands have been looking for ways to ease the tension of a second year of having to enjoy the holidays with restrictions. More relaxed in illustrating people-to-people contact, which last year wasn’t even an issue, they’re keeping a responsible message of social distancing.<\/span><\/p>\n

At IKEA, for example, it’s about finding other ways to enjoy contact without losing sight of the importance of contact itself.<\/span><\/p>\n